
Copyright}! 



COPYRIGHT DEPOSIT 



TRADEMARKED 
ADVERTISED 
MERCHANDISE 



A history of the 
work done per- 
sonally among 
the merchants 
of the South- 
west, in the in- 
terest of Trade- 
marked -Adver- 
tised Merchan- 
dise. :: :: - 



1912 

Texas Farm and Ranch Publishing Company 

Dallas, Texas 






COPYRIGHT, 1912 
Texas Farm and Ranch Publishing Co. 



©CU328348 



fflritiratum 



^JTHE work being done by the Texas Farm & Ranch Publishing 
L\V Company— publishers of FARM AND RANCH and HOL- 
^■^ LAND'S — among the merchants of the Southwest, in the in- 
terest of "trademarked-advertised" merchandise, will undoubtedly 
interest every manufacturer of this class of goods, and to them 
this book is dedicated. 

We have to date secured signed reports from nearly ten thou- 
sand merchants in Texas, Arkansas, Oklahoma and Louisiana pledg- 
ing their co-operation in the sale of lines advertised in our columns. 

Your products may possess all the merits and advantages you 
claim for them. Your advertising may possibly appeal to the public 
to an extent that they will call for them in their local stores. But, 
to secure maximum sales, you must have the good will of the retail 
merchant, as well as his co-operation in pushing your particular 
brands. 

You can reach the farmers of the Southwest through the adver- 
tising columns of FARM AND RANCH. The best families in the 
cities, towns and villages will read your advertising in HOL- 
LAND'S. The retail merchant is then the connecting link neces- 
sary to complete your sales circuit. 



We furnish this connection for you gratis. 



R. V. HOLLAND. 



k ft k 




[3] 




gnnp0t0 



3 



N March, 1911, we placed representatives in the field whose sole 
duties are to call on retail merchants in the interest of "trade- 
marked-advertised" merchandise. 
These men are thoroughly conversant with the character of our 

publications, class of reading matter and advertising carried in 

them, policy of the publishers, etc. 

Before leaving this office each representative is given lists of 

subscribers to FARM AND RANCH and HOLLAND'S in every 

town on his itinerary. 

Merchants interviewed are assured that we have nothing to 

solicit from them beyond their good will and their co-operation in 

the sale of lines carried by them and advertised in our publications. 

In return for this co-operation on their part, we proposed to 
create and maintain a department for the promotion of Community 
Co-operation, the study of existing merchandising conditions in the 
Southwest, etc., the services and findings of this department to be 
at the disposal of merchants interviewed. 

Every merchant called on is shown reprints of articles from 
FARM AND RANCH and HOLLAND'S on Community Co-opera- 
tion and Trademarked-Advertised Merchandise. These articles are 
prepared with a view of impressing upon our readers the impor- 
tance of patronizing their local merchants, and of educating them 
to the advantages of trademarked-advertised or standard products 
over the unadvertised sort. 

Our representatives deliver personally to the merchants strong- 
est known arguments in favor of this class of goods, from the con- 
sumers' point of view as well as from the merchants'. 

Copies of FARM AND RANCH and HOLLAND'S are exhibited 
and gone through carefully, attention being called to the character 
of articles, editorial matter and advertisements, carried as well as 
the standing of the publications and the reputation of the pub- 
lishers in this territory. 

Each merchant is given the number of subscribers to HOL- 
LAND'S in his town and the number to FARM AND RANCH in 
his trade territory, special stress being laid upon the advantages 
to him from carrying lines advertised in them. 

The value of proper window displays, judicious distribution of 
advertising matter furnished by manufacturers, local newspaper 
advertising, circulars, form letters, etc., are carefully gone into 
with each merchant called on. 

By reading ' ' For Your Success ' ' on page 126, which was mailed 
in booklet form to nearly 30,000 merchants in Texas, Oklahoma, 
Arkansas, Louisiana and New Mexico, you will get a good idea of 
arguments personally presented to merchants by our repre- 
sentatives. 

[5] 



The statements secured, specimens of which appear in this book- 
let, are signed by the merchants and bankers personally and repre- 
sent their ideas, opinions and experiences. 

Local publications in towns visited are called on and their co- 
operation in the work solicited. These publishers are, in practi- 
cally every instance, deeply interested and willing to reproduce 
the articles appearing in FARM AND RANCH and HOLLAND'S 
bearing on this work. 

Secretaries of commercial organizations and retailers' associa- 
tions are also visited and their assistance solicited. In many in- 
stances they have called special meetings at which the work is 
taken up. 

Reports from bankers as shown on page 11 are a most valu- 
able factor in this work, as the information contained in them rep- 
resents authentically in detail conditions in the various com- 
munities. 

Letters are sent at regular intervals to all merchants from whom 
we have reports, keeping them in touch with the progress of the 
work and supplementing arguments made by representatives at 
the time reports are secured. 

When subscription crews have finished working in any town or 
community, personal letters are immediately written to all mer- 
chants that have been interviewed in that locality, advising them 
the number of subscribers secured to each publication, etc. 

The names of merchants visited, and who are not subscribers 
to FARM AND RANCH or HOLLAND'S, are entered on a special 
list and copies of issues containing articles bearing on the work 
are sent them. 

Territory covered in securing first reports is (after an interval 
of time sufficient for the merchants interviewed to become familiar 
with the work by reading the articles in FARM AND RANCH and 
HOLLAND'S, and the follow-up letters from this office) re-entered 
and second reports as shown by page 43 are secured. 

Nearly every mail brings us letters from merchants and bankers 
expressing their appreciation of our efforts in their behalf and 
offering to assist us in every way possible. These original letters 
as well as original reports will be cheerfully exhibited to interested 
visitors to our offices. 



[6] 



(This form used for merchants handling dry goods, clothing, groceries, 
drugs, general merchandise, gents' furnishings, jewelry, musical Instruments, 
furniture, hardware, etc.) 



HOLLAND'S MAGAZINE— INFORMATION BLANK. 

Name Business City 

1 — What proportion of your sales are to farmers? 

2 — What proportion of your buyers are women? 

3 — Do your buyers call for trademarked-advertised lines? 
Do they insist on having these or can they be easily satis- 
fied with substitutes? 

4 — What strongly advertised lines do they call for? 



Is this demand strong or scattered? 

Are they up on the late things in the market? 

5 — Is the town buyer a good customer? 

Does he stick to the dealer and lines of goods which treat 
him fairly? 

6 — Do you carry many lines which are not well advertised? 
What are they? 

Are you successful with them? 

Would advertising in Holland's help them? Why? 

Questions answered by Representative of Holland's Magazine. 
Position. Date — 



[7] 



(Letter of thanks acknowledging receipt of HOLLAND'S MAGAZINE 
reports.) 



Please accept our thanks for the courtesies extended to our 
representative on his recent visit to your city. 

Farm and Ranch and Holland's are both Texas products and 
have done much for the development of Texas and the Southwest. 

Farm and Ranch goes into the homes of nearly 100,000 farm- 
ers in the Southwest, mainly Texas — Farm and Ranch is a busi- 
ness publication and contains matter of interest and value to the 
farmer and stockman — authentic information that he can use 
every day in his farming and stock-raising operations. 

Farm and Ranch was established nearly thirty years ago by 
its present owner, F. P. Holland, who has ever been a leader in the 
development of the agricultural interests of this section. 

Holland's has a circulation of more than 90,000 among the 
very best families in the cities, towns and villages of Texas — it is 
the only publication of its kind published in the Southwest — high- 
class both in reading matter and advertising. 

We feel that manufacturers of many lines which you carry 
can use the advertising columns of one or both of our publications 
to advantage for themselves and you. 

We appreciate the information given our representative and 
trust that when you are in Dallas next you will call at our of- 
fice so we can thank you personally — in the meantime if there is 
anything we can da for you here, please command us. 

Yours very truly, 

TEXAS FARM AND RANCH PUB. CO. 



[81 



FARM AND RANCH— INFORMATION BLANK. 
(This form used for merchants handling farm implements and machinery.) 
Name Business City 



1 — How wide a territory do you personally draw trade from ? 
Population? 

2 — What proportion of your sales is to farmers ? 

3 — Do they demand trademarked-advertised lines ? 

Do they insist on having these or can they be easily satis- 
fied with substitutes ? 

4 — Is the farmer a good customer? 

Does he stick to the dealer and the lines of goods which 
treat him fairly? 

5 — What do you consider to be the future of your trade with 
the farmers? 

6 — What important lines do you carry which are not well ad- 
vertised ? 



Are you successful with them ? 
Would advertising help them? 

Questions answered by Representative of Farm and Ranch. 

Position. Date — 



[9] 



(Letter of thanks acknowledging receipt of FARM AND RANCH and 
Bank reports.) 



Please accept our thanks for the courtesies extended to our 
representative on his recent visit to your city. 

Farm and Ranch and Holland's are both Texas products and 
have done much for the development of Texas and the Southwest. 

Farm and Ranch goes into the homes of nearly 100,000 farm- 
ers in the Southwest, mainly Texas — Farm and Ranch is a busi- 
ness publication and contains matter of interest and value to the 
farmer and stockman — authentic information that he can use 
every day in his farming and stock-raising operations. 

Farm and Ranch was established nearly thirty years ago by 
its present owner, F. P. Holland, who has ever been a leader in 
the development of the agricultural interests of this section. 

Holland's Magazine is the only publication of its kind pub- 
lished in the Southwest. It is high-class both in reading matter 
and advertising. 

Greater education and closer co-operation of business men 
and farmers brings prosperity to all. 

We appreciate the information given our representative and 
trust that when you are in Dallas next you will call at our of- 
fice so we can thank you personally — in the meantime if there is 
anything we can do for you here, please command us. 

Yours very truly, 

TEXAS FARM AND RANCH PUB. CO. 



[10] 



(This blank used for bankers to show conditions in various sections.) 

FARM AND RANCH BANK REPORT. 
Name of Bank City State 

1 — Capital stock? Deposits? 

2 — Total resources? 

3 — What proportion of your deposits belong to farmers? 

4 — What proportion of the farmers in your territory do you 
believe to have bank deposits? 

5 — What are the biggest crops in your territory? 
Average value? 
Outlook for 1912? 

6 — What can you say regarding the chief products, industries 
and developments of this section? 

7 — Have you found Farm and Ranch a force towards bet- 
ter and more profitable farming, better living and higher 
agricultural advantages ? 

Questions answered by Representative of Farm and Ranch. 

Position Date — 



[11] 



(First of a series of form letters sent to all merchants from whom we 
have reports. Names and addresses filled in and signed personally.) 



Nearly thirty years ago I started publishing Farm and Ranch. 
In August, 1905, I launched Holland's Magazine. 

I have at all times, personally and through my publications, 
advocated the principle of home buying and selling in so far as is 
possible. "Community Co-operation" has always been and will 
continue to be our slogan. 

I am vitally interested in the growth of the Southwest; I want 
to see every community in Texas thrive, and I want to help every 
legitimate business in the Southwest prosper. To this end I am 
having written a series of articles on "Community Co-operation" 
for publication in Farm and Ranch and Holland's. Watch for them. 

It is my purpose to tell our readers, — many of whom live in 
your trade territory, why it is to their best interest to trade with 
the merchants in their respective communities. 

If at any time you have any suggestions to make in connec- 
tion with this work, let me hear from you. 

Having all my life been a close student of advertising I am 
naturally interested in merchandising. When I entered the ad- 
vertising field the consumer was being preyed upon on every side 
by fake advertisers of various frauds. I have lifted Farm and 
Ranch and Holland's above this practice by accepting only the best 
class of advertising from reliable, responsible advertisers. Each 
issue of my papers carries a guarantee from this company to make 
good to our readers any loss sustained through deliberate swind- 
ling on the part of advertisers in our columns. 

Yours very truly, 



F. P. HOLLAND, President. 
TEXAS FARM AND RANCH PUB. CO. 



[12] 



(Second form letter to merchants.) 

ADVERTISED ) roODQ , 
UNADVERTISED \ WU1 ^- 

When a stranger calls at your store and expresses a desire to 
open an account with you, you require him to furnish recommen- 
dations as to his reputation, ability to pay, etc. However, if you 
are asked to extend credit to a friend whose reputation is well 
known to you, you do not hesitate to accomodate him. This stran- 
ger may be just as good as the friend, but you don't know it. 

You can apply this same line of reasoning to the goods you of- 
fer for sale, as they occupy the same position to the prospective 
purchaser as the friend and stranger do to you. Bad accounts on 
your books are no worse than goods which remain unsold on your 
shelves after you have paid for them. 

The markets offer you two distinct classes of merchandise: 
Goods of unknown quality and reputation, and goods of known 
quality. For which class of merchandise can you expect to find 
the most ready demand at the hands of the consumer? 

TRADEMARKED-ADVERTISED GOODS. 

In buying goods some of the points of most important consid- 
eration are the selection of lines the merits and quality of which 
are known factors to the buying public; merchandise backed by 
reliable makers who brand same with their name or trademark — 
(thereby standing good for the quality) — and then advertise ex- 
tensively in order to acquaint prospective purchasers with them. 

Manufacturers who advertise widely create a demand for 
their products at their own expense before the merchant ofFers 
them to the ultimate consumer. Are the manufacturers of the 
goods you handle co-operating with you to this extent? If not, 
why not? 

When a manufacturer brands his product with his name or 
trademark, he shows his faith in his goods — expresses a desire 
that the consumer judge the quality and hold him responsible. 
When this manufacturer spends large sums of money for advertis- 
ing that name or trademark, he simply pays for the privilege of 
telling the public of the merits of goods bearing that name or 
trademark, knowing full well that if his goods fall down or fail to 
give satisfaction, his advertising expenditures is money thrown 
away and that he will have to change his trademark, and begin all 
over with a new line of advertising in order to establish a new 
brand. 

There is absolutely no profit to the manufacturer of a heavily 
advertised line on first sales to merchants. His first profits go to 
apply on his advertising expenditures in an effort to induce trial 
purchases — repeat orders depending upon the satisfaction of the 
goods at the hand of the consumer. 

Suppose the unadvertised article fails to give satisfaction; 
consumers pronounce the brand unsatisfactory and determine not 

[13] 



to purchase same again. The manufacturer has only to change 
the name of his product in order to escape sentence ; he has noth- 
ing at stake beyond the small expense of new labels. 

Surely you want to buy goods of known quality and reputa- 
tion, thereby insuring continuous patronage; goods which sell 
readily, allowing you to turn over your capital often and keep your 
goods fresh and clean, goods which are in steady demand and 
which carry a guarantee on every article signed by the maker. 
All of these advantages are at your command without cost to you. 

In selecting your stock, trademarked-advertised lines, insist 
on the makers advertising them in mediums which reach the peo- 
ple in your trade territory. Then display goods properly in order 
that prospective purchasers can see them and recognize them as 
friends introduced to them through their favorite mediums. On 
this class of merchandise you can guarantee satisfaction and de- 
pend on the manufacturer for protection — he has endorsed for you 
to the consumer. 

Farm and Ranch and Holland's are the Southwest's favorites. 
Manufacturers of lines you handle should use them. 

R. V. HOLLAND, Manager 
COMMUNITY CO-OPERATION DEPARTMENT. 



[14] 



First National Bank 

Capital $100,000 
Surplus $100,000. 

Temple, Texas, September 5th, 1911. 

Mr. F. P. Holland, Prest, 
Dallas, Texas. 

Dear Sir : 

We have your circular favor of Aug. 31st, and wish to con- 
gratulate you heartily upon your enterprise in promoting "Com- 
munity Co-operation." 

I have always noticed and commended Farm and Ranch for 
its list of high class advertising. Your course in this direction 
will undoubtedly win out most successfully in the end. 

Wishing for Farm and Ranch the continued success that it 
deserves, Your friend, truly, 

P. L. Downs, Cashier. 



H51 



(Third form letter to merchants.) 



When contract is let for the construction of any piece of 
work, the constructing company is required to make bond. Why 
this bond? It is the builder's guarantee that they will deliver to 
the owner a finished product up to specifications in every respect. 

Up to a few years ago, building concerns were not required 
to make bond. Today no work of any consequence is let without 
bond being made. 

At first many contractors and builders objected strongly to 
"making bond." They argued that bonds were an unnecessary ex- 
pense: that the owner was foolish to require them, as he would 
ultimately have to bear the expense in extra added costs to esti- 
mates, etc. 

Before long, however, reliable builders and contractors pre- 
ferred to make bond in order to protect themselves against cheap 
bids, by unreliable concerns, who could not guarantee their work 
at the prices named in their bids. 

Surely a finished piece of work on which there is a bond — a 
guarantee of perfect material, workmanship, etc.— is much more 
desirable than one on which the risk is with the owner. 

Now let's see if these same principles don't apply to merchan- 
dise. 

A manufacturer produces an article — the sale of which he 
must contract for with the consuming public. After branding his 
products with his name and trademark, he spends large sums of 
money advertising them. 

This advertising is his bid for patronage from the buying pub- 
lic, and contains specifications of his finished products. His ad- 
vertising expenditures are his bond that his goods will come up to 
specifications in every respect. If they don't, his money has been 
wasted, and, his bond is therefore promptly forfeited. 

When you handle "Trademarked- Advertised" lines, that are 
heavily advertised in clean publications reaching your trade ter- 
ritory, you have the real co-operation of their makers, in the sale 
of your goods, as the retailer makes the final sale to the consumer. 

For Your Success, 

R. V. HOLLAND, Manager. 

COMMUNITY CO-OPERATION DEPARTMENT. 
RVH-D. 



[16] 



(FARM AND RANCH of August 12th, 1911.) 

Community Co-Operation 

R. V. Holland. 

One of the sources of greatest burden resting on the shoul- 
ders of the small-town community is the lack of reciprocity along 
various trade lines. 

A section or community produces just so much wealth — no 
more, no less. So long as this money is used for purchasing pur- 
poses in the community, and is not sent or carried away, the en- 
tire community is benefited. There are only two reasons why a 
person will send away, or go away for supplies or goods instead 
of purchasing in the local market: (1) An advantage in price; 
(2) failure of the home merchant to handle the specific articles 
wanted. 

The merchant must face the fact that people will trade where 
their money will have the greatest buying power, quality being the 
same. Many times a customer will compare the price named by 
the local merchant, on a standard article, with the price quoted 
from some distant market on an article of inferior quality. In a 
small Texas town a merchant, in trying to sell a kitchen stove, 
was confronted with the statement that the same stove could be 
bought from a large house in a distant city for less money. This 
merchant immediately showed the customer a stove at the price 
mentioned, had the two put on the scales, demonstrating the fact 
that the higher-priced stove weighed 20 per cent more than the 
cheaper one. It is safe to presume that the workmanship and 
quality in the higher-priced stove was also far superior. 

People will buy up-to-date goods, of known quality, even if 
they have to buy out of town, and they insist on their money hav- 
ing the same purchasing power in the local market as in the 
larger stores of the cities. Did you ever stop to think that the 
goods of known quality are in nearly every instance trademarked 
or branded and bear the maker's name, and that the price is the 
same everywhere. Think of some of the best articles of any lines 
and you will agree with me that they invariably bear the maker's 
name, brand or trademark. There is a reason for this. When a 
manufacturer puts his name on his goods, that name is sponsor to 
.the consumer for the quality. If you market an article bearing 
your name, it is safe to say that you will at all times protect that 
name with quality. When trademarked, branded goods are 
brought to trial, "the burden of proof rests with the producer." 

If you are interested in the general progress of your commu- 
nity, the enhancement of property values, the building of schools, 
churches, good roads, etc., never send away or go away from home 
for an article until you have first ascertained if your local mer- 
chant cannot supply it at the same price quoted elsewhere. Don't 
send money away which your community produces, unless you are 

[17] 



sure that it is to your advantage to do so. If the article wanted 
bears an established brand, look for it in the local market and com- 
pare the price. If it is an unbranded article, compare both the price 
and quality. Get acquainted with the stock carried by your local 
merchant; he, as a rule, keeps abreast of the times just the same 
as the buying public. When you see something new advertised, 
look on the shelves in your local store for it ; the chances are your 
merchant is also a reading, thinking man, interested in supplying 
your wants, and has, after reading the same advertisement, pur- 
chased the goods for your approval. 

I was talking with a merchant not long since when the man- 
ager of the store across the street interrupted to ask for copies of 
a certain magazine, stating that he had had several calls for a new 
article by those who had read the advertisement. He had taken 
the names of those inquiring for the article in question and want- 
ed to telegraph an order just as quick as he could get the address. 
He would then get in touch with his prospective buyers and ad- 
vise them that the article wanted could be found in his store. 

I have personally interviewed a great many small-town mer- 
chants during the past few months, and with very few exceptions, 
have found them an up-to-date and progressive class, interested 
at all times in serving the trade to the best of their ability and in 
promoting the welfare of and upbuilding their respective commu- 
nities. 

A farmer living a short distance from one of our smaller 
towns, while in conversation with his local merchant made the 
statement that the value of his farm land had enhanced from 
about $15 per acre to $75 per acre during ten years and that he 
could buy land just as good in a certain new section for $10 per 
acre. The merchant asked why he didn't move to the newer 
country and was informed that after an investigation he was 
forced to remain in the community on account of the fact that he 
had children who needed the advantages of churches, schools, so- 
ciety, etc., which were not to be had in the new section. He did 
not stop to think that these advantages which were offered in the 
village clos<" it hand made his property worth the higher price 
and that the money spent at home helped bring about these condi- 
tions. 



18 1 



(FARM AND RANCH of August 26th, 1911.) 

' 'Trademarked- Advertised Merchandise' * 



R. V. Holland. 

Why is "advertised merchandise" better than "unadvertised- 
merchandise?" 

I have been asked this question many times lately by mer- 
chants and others. There are many reasons why. 

A manufacturer who spends large sums of money advertising 
his particular brand of products must necessarily live up to the 
statements made in his advertising in order to keep his products 
in steady demand. You may be induced to make a trial purchase 
of a certain article by reason of seeing it continuously advertised, 
but unless your purchase fulfills promises made in the advertis- 
ing, you do not repeat the purchase. 

No manufacturer can afford to let his "advertised products" 
fall below his "advertised claims" in which case dissatisfied trial- 
purchasers would not only fail to repeat, but would volunteer the 
information among their acquaintances that a certain brand of 
merchandise had not made good. 

A few weeks ago I called on a merchant in a small Texas 
town to inquire what heavily advertised brands he carried. His 
reply was that he refused to handle trademarked-advertised mer- 
chandise or any brands well known to the buying public. He fur- 
ther informed me that he could buy ready-made clothing from a 
certain well-known manufacturer several dollars per suit below 
regular price, — provided the manufacturer was not required to 
put his name and trade-mark on them. 

OF COURSE HE COULD. The manufacturer had spent 
thousands of dollars advertising that particular brand of clothes 
and was therefore compelled to keep quality up in order to protect 
the reputation of his trade-mark backed by his entire advertising 
expenditure. However, when he was not required to brand his 
clothes, this responsibility ceased and he could cut quality to meet 
price. He could work off the spoils and "seconds" of his factory, 
for in every manufactory there are necessarily some spoiled goods 
and faulty products ; these are sold at reduced prices to merchants 
who do not care for trademarked-advertised goods. 

Another merchant explained to me that he did not carry 
trademarked-advertised merchandise for the reason that the re- 
tail prices of same were usually controlled and advertised by the 
manufacturers, whereas, on nn-advertised merchandise, with 
which the trade was not acquainted, he could set his own price 
allowing himself a wider margin of profit. 

He complained particularly about the profit on a certain arti- 
cle which retailed at ten cents and which cost him — laid down in 

[19] 



his store — seven and one-half cents. I made bold to assert that, 
in my estimation, two and one-half cents profit on a seven and 
one-half cent investment (33 1-3 per cent) was as much as he 
could reasonably expect to exact from his customers. 

As a rule the leading merchants in a town carry well-known, 
advertised brands in every line. They are bidding for continuous 
patronage, relying on repeat sales to satisfied purchasers. On 
the other hand visit the second-class store — especially those that 
depend on transient trade. Here you will find unknown, unadver- 
tised merchandise on which large profits can be realized. 

A small-town jeweler advertises that he handles only the best 
of everything in his line and that everything bought from his 
store represents the acme of quality. 

Purchases from his store are put in boxes bearing his firm 
name and it used to be an every day occurrence for people to drop 
in and ask for a box. These requests of course came from people 
who had bought cheap jewelry elsewhere, most probably to be 
used as presents, and in order to create the impression that they 
were of standard quality, sought to associate them with this jew- 
eler's reputation for quality gained through his advertising. 

He finally adopted the practice of supplying free boxes on 
which his name did not appear. This put an end to requests for 
boxes, and, possibly increased his sales. 

Manufacturers of heavily advertised brands of merchandise 
must depend on repeat sales, continuous patronage at the hands of 
satisfied purchasers. As a rule their responsibility and methods 
of doing business, as well as the reputation of their products, are 
thoroughly investigated by the publishers in whose mediums their 
advertising appears. This protection is furnished the purchaser 
gratis by the best publishers. 

Every advertisement in Farm and Ranch is guaranteed by 
the publishers. You can purchase anything advertised in its 
columns with the assurance that the manufacturers of same are 
thoroughly reliable and responsible. 



[20] 



(FARM AND RANCH of September 2nd, 1911.) 

Community Co-Operation 

R. V. Holland. 

You are naturally interested in the general welfare of the 
community in which you live. General community welfare means 
individual prosperity to every deserving person. 

When local crops fail for two or three consecutive years, 
there follow hard times throughout the locality. If there is a 
general crop failure throughout the country, hard times bring on 
a panic which greatly reduces values of real estate, etc. These 
panics caused by crop failures can hardly be averted. 

However, modern times have ushered in a new species of 
panics known as "money panics" which usually develop during 
periods when the country is producing good crops of all kinds. 
These "money panics" have the same depressing effect on values 
as the panics caused by crop failures and shortages. The people 
can to a large extent control conditions which bring about "money 
panics." 

If the wealth produced by the people in any community is 
kept at home, a money shortage is almost an impossibility. This 
wealth kept at home stimulates community values and benefits 
every local producer. 

If the community wealth is not sent or carried to foreign 
markets, having no interest in or paying no taxes to the section 
from which it came, but is spent at home in as far as possible, 
conditions will be greatly benefited during money panics. 

If you live in a community where co-operation is practiced 
you spend a certain amount of money with your local dry goods 
merchant. He in turn patronizes the grocer, the druggist, the 
hardware merchant, the furniture dealer, etc. His employes are 
paid by him and they in turn spend their wages with home deal- 
ers. In other words, any money you spend in a local store reaches 
nearly every legitimate line of business in your community even 
to the professions such as doctors, dentists, lawyers and others. 

In such a community your local merchants purchase your 
various products, (or should do so) and in this way you get back 
from the merchant the money you have spent with him. 

"Community Buying and Selling" simply means the trading 
of money from one interest to another thereby keeping the larger 
per cent of the wealth at home and in that way preventing de- 
pression during money shortages. Remember that during "money 
panics" every dollar has a buying power well above par. 

You must also take into consideration the fact that your local 
merchant pays local taxes which apply to the building and main- 
tenance of local churches, schools and other public service build- 
ings, as well as good roads, parks, local charity, etc. 

[21] 



Now suppose you take or send your money away from your 
community — what per cent of your foreign expenditures come 
back to apply to the above mentioned interests for the benefit of 
the people in your community? 

Weigh your purchasing money carefully on the scales of your 
local market before sending it away. 



22 



(HOLLAND'S MAGAZINE, August, 1911.) 



The Small Town Merchant Plus Advertised 

Merchandise 



W. H. Tripp. 

The small town merchant has his serious problems. The 
rapidly changing business conditions of the last few years have 
affected him even more, perhaps, than the city merchant, for he 
has been threatened with a loss of trade which would, in some 
cases, close his store. City and mail-order competition has been 
a real menace, and his business has suffered in proportion as he 
has failed to see the real strength of his position and take advan- 
tage of the machinery for business-building at his disposal. 

Excellent postal service, attractive catalogs of mail-order 
houses, cheap and convenient traveling facilities which make the 
big stores of the cities his competitors — these things have jeopard- 
ized his business. If he has been slow to realize this he has been 
forced to fight for very preservation, increase of business being 
far removed. 

The fundamental facts which underlie his problems are 
these : 

1 — People naturally want to buy goods of known quality. 

2 — People nearly always get the specific article wanted, even 
if they must buy it "out of town." 

Now the article of known quality is in practically every case 
an advertised, trade-marked article ; the trade-mark is the quality 
guarantee — an actual working guarantee which guarantees. It 
is a guarantee given the consumer by the one most interested in 
seeing that the article gives absolute satisfaction. And of course 
the consumer will buy goods of known quality and reputation 
rather than the taken-on-trust sort. A man who contemplates 
purchasing a bond will hesitate very little between one which is 
"expected" to pay eight per cent, and one which is guaranteed by 
a responsible concern to pay eight per cent. Merchandise (which 
pays interest in quality, service, etc.) is on just the same basis. 
The general recognition of this fact is the thing that has made 
the wide-awake small town merchant's opportunity. 

Here is the way we sees it, and here is the general ground- 
work on which he has built a larger business for himself instead 
of being crowded out: 

Advertised merchandise in stock multiplies sales for the mer- 
chant in more than one way. It brings to his store people who 
have not done all (perhaps have not done any) of their buying of 
him, but come to him for an article which they have seen adver- 
tised. Many of his accounts are started in this way, and them- 
selves bring new accounts in the families and friends of new cus- 

[23j 



tomers. Again, it multiplies sales because customers know what 
they want, know what to expect from it, and — this is one of the 
strongest points — leave the store fully satisfied with the purchase, 
as they would not be most probably, had they been invited or per- 
suaded to buy a substitute for the article asked for. 

Advertised merchandise pays large profits to the dealer — 
again in more than one way. Very frequently there is less profit 
in the individual sale, but the profit on total sales (which of course 
is the thing the merchant looks for) is far larger than with com- 
peting non-advertised goods. To sell twelve of an article paying 
thirty cents profit on each is much more satisfactory than to sell 
three with a forty, or even fifty cent margin. Another source of 
profit is in the quick-sales of known-quality, trade-marked goods, 
which require little effort to sell because the manufacturer has 
presented the argument, the sales-talk and the guarantee before- 
hand. Still another is that the merchant need not stock so many 
different brands of a given article, the nationally-advertised one 
(which is usually, also, the best) is the one generally asked for, 
or if not asked for, readily accepted as soon as shown because of 
its reputation. 

It is by working along these lines that the small town mer- 
chant has found that he can keep customers who would otherwise 
buy by mail or go to a larger town. All he needs to do to connect 
his store to the million-dollar chains of publicity is to have the 
advertised goods when people ask for them, show them in his 
windows and on his counters. He then offers the same goods as 
the large city stores at the same prices, and he has the same na- 
tional advertising campaigns back of him to create and stimulate 
demand and to guarantee quality. 

The fitting conclusion to these remarks was furnished me this 
morning by a man who is on the road and who knows retail mer- 
chandising from the standpoint of every grade of dealer. "I was 
walking briskly toward the inter urban station in a little town one 
afternoon last week," he said, "and a show window stopped me 
as effectually as if it had been stretched across the sidewalk. It 
was filled with nationally-advertised goods, displayed as well and 
attractively as in many city stores; it was well lighted, and had a 
'tone' — an interest-compelling individuality — that I certainly did 
not expect to see in that little place. I went in the store, intro- 
duced myself to the proprietor, commented on the effective display 
of advertised goods, and as we chatted, he told me substantially 
this: Tve always tried to handle good merchandise, as every 
merchant does, but my store was never prosperous in any true 
sense until I began trying to get the trade of the people who were 
buying goods, mostly, in the city. It's only forty minutes, you 
know, and I was reminded of that every time I saw a carload of 
people who should have been my customers coming back from a 
day's shopping laden with parcels. It took me some time to learn 
why they bought there instead of here — that though the articles 
3 offered them were in many cases just as good as and as reasona- 
bly priced as those which they bought, the buyers did not know 

[24] 



that they were. Then I saw that it wasn't simply a question of 
quality, but of known quality, and I began to stock and show prom- 
inently things that were trade-marked and advertised. As my 
business picked up and I became surer of my ground I extended 
the principle further, and now my stock consists largely of goods 
which the manufacturers advertise nationally. One of the first 
questions 1 ask the salesmen who call on me is, how much to you 
advertise and where? I began reading the back pages of the 
magazines as faithfully as the local news in my daily, and (in a 
very small way at first) advertising that I had in stock these 
standard articles which they see advertised, and they know that 
my price is the same as the city merchant's. And they buy here, 
as you see.' " 

There you have it! This retailer described it exactly when 
he said it was not, primarily, a question of quality, but of known 
quality. That's why the small town merchant finds in trade- 
marked, advertised merchandise the way to get and hold profita- 
ble, all-the-year-round business and does not have to count the big 
stores in nearby cities as rivals. His field is his field and not an 
open territory when he offers the same high-quality goods at the 
same honest prices. The small town merchant — plus advertised 
merchandise — is doing a larger and more profitable business all 
the time. 



|25| 



(HOLLAND'S MAGAZINE, November, 1911.) 

Buying for the Home 

Why the People Should Buy and the Dealer Should Sell Only 
Standardized Advertised Brands of Goods. 



John Lee Mahin, 
President Mahin Advertising Company. 

The legitimate purpose and the fundamental reason for the 
existence of any publication is to promote the welfare of its sub- 
scribers; and Holland's Magazine, in bringing to its readers the 
truth in regard to the matter of the wisest expenditure of their 
money, is to be commended for its work upon a subject of vital 
importance to the people. 

While the economic laws governing the production, distri- 
bution and consumption of products of every variety may be 
thoroughly understood by those whose lives are devoted to work in 
these particular chanels, it cannot be expected that the general 
public, whose daily work and thoughts lie in other directions, 
should have an accurate comprehension of the many things that 
bear on the matters of quality and price in the goods they buy. 

Today, the average family enjoys many comforts and luxuries 
in the home that were absolutely unknown ten or twenty years 
ago. We even consider as necessities many, many things that 
would have been the greatest luxuries to our parents in their 
younger days. 

Civilization is progressing so rapidly, there are so many new 
and useful articles offered us almost daily through the advertising 
pages of our publications, that a thing never dreamed of yester- 
day is shown to us in the magazines and offered us at the corner 
store today, and will be commonplace tomorrow. 

Suppose you turn right now and look through the advertising 
pages of this magazine. Here is a vast fund of information re- 
garding articles that touch every phase of life, interestingly writ- 
ten and attractively illustrated, the very newest and best things 
that have been created in every line. Advertising brings these 
things right into your very home, shows them to you, tells you 
about them in your leisure hours, and you thus keep constantly 
posted on all that is latest and best. 

The advertising pages of the magazines are a current record 
of the world's achievements, and the educational value of the 
matter that is brought to the public through them can never be 
comprehended. This advertising is without question one of the 
most potent forces that have so rapidly raised us as a nation and 
as a race to the position we now occupy. 

Through the power of the public press, advertising ability 
has kept pace with inventive genius, and today we live upon a high 

[26] 



plane of culture and refinement never before realized in the his- 
tory of mankind. 

Without advertising how could these thousands of splendid 
products be introduced into the millions of homes in this country? 
It would be an absolute impossibility. 

The Cost of Advertising. 

And how much does it cost the manufacturer to show you 
and tell you about his product by advertising? 

As an illustration, in this magazine, which is read by ap- 
proximately 450,000 persons, he can have a full page advertise- 
ment, illustrate his product and tell you all you want to know 
about it, at a cost of only $340 for space. 

He can, therefore, devote a full page to showing you and tell- 
ing you about his goods at a cost of approximately one-thirteenth 
of one cent — an amount so insignificant that no other means of 
bringing information to you can in any way approach it in econ- 
omy. 

What utter nonsense, then, is the notion that advertising in- 
creases the cost of an article ! In what other way could you be told 
about a new product, even at a hundred times this cost? 

But supposing for the moment that this cost should be con- 
sidered as an added expense to the consumer (though it should 
not. as I shall soon prove to you) ; compare this slight cost with 
the tremendous uplifting, educational, constructive work that ad- 
vertising has done and will continue to do for mankind ; isn't it a 
wonderfully efficient and useful work that the advertising does ? 

The world's advertising expense is now approximately two 
billions of dollars per year, or about $1.32 for each person, to 
apply on all the various articles of every kind that we use. On 
each class of goods this would be insignificant. What man would 
object to this slight cost, in view of the great benefits secured? 
But even this does not add to the cost to the consumer, for the 
advertising actually reduces the cost. 

The price of any article you buy is based upon the cost of 
production, plus the cost of distribution or getting the goods to the 
"ultimate consumer." Without advertising it is utterly impossi- 
ble to secure anything like as wide a sale of articles used in the 
home, and the introduction of a product even to a limited number 
of dealers is accomplished only at great labor and expense. 

Even then the consumer has never even heard of it, and its 
sales can be only the merest fraction of what is possible through 
modern advertising. With minimum output and high manufac- 
turing and selling cost, the price to the consumer must be out of 
proportion to the quality, as compared with goods sold through 
ample advertising. 

But advertising very greatly multiplies the output, reducing 
manufacturing cost, and minimizes selling expense; and in these 
reductions of cost of production and distribution, the cost to you 
is proportionately decreased. 

[27] 



The advertising manufacturer can, therefore, give you an 
article with a quality that the smaller factory cannot afford to 
sell at anything like the price. 

The Massachusetts commission on the cost of living, in speak- 
ing of advertising in their report, say : 

"Properly directed advertising helps to encourage the sale of 
goods and thus to enable the producer to lower his price, to the 
advantage of both himself and the buying public." 

Why You Should Buy Advertised Goods. 

In the first place, bear in mind that in articles of every class 
there are goods turned out by perhaps a large number of manu- 
facturers, though there are but a very few makes that are really 
high grade, trade-marked and advertised. 

For instance, there are nearly two thousand mattress and 
bedding manufacturers in the United States, while there is but 
one White Swan; three thousand furniture manufacturers, but 
one Berkey & Gay; twelve hundred soap manufacturers, but one 
Gold Dust. 

When a manufacturer, knowing his own goods and all other 
makes with which it comes in competition, has such profound con- 
fidence in his own product that he will spend thousands and even 
hundreds of thousands of dollars in focusing public attention on it, 
you need have no fear that it will give you perfect satisfaction. 

In these days the advertising sections of the magazines are 
as carefully edited and censored as the reading articles, and ob- 
jectionable matter is rigidly excluded. In accepting and publish- 
ing an advertisement the publisher stands back of the article with 
the manufacturer and recommends it to you; thus you have a 
double assurance that the advertised article is what it should be. 

The manufacturers who advertise are generally the largest 
and most influential in their line. With ample capital and perfect 
equipment they have every advantage for economic production of 
perfect goods and on this basis in comparison with the smaller 
manufacturer can supply you with the same article for less money, 
or a better article at the same price. 

Advertised goods must have quality. The advertiser makes 
no profit on your first purchase of his goods, as that profit is con- 
sumed in his advertising to you to induce you to try his product. 
He depends upon your repeat orders for his profits, and he cannot 
expect repeat orders unless your first trial of the advertised arti- 
cle reveals to you the satisfaction-giving qualities promised in the 
advertising. 

To advertise a worthless article would thus be the worst kind 
of folly. 

Moreover, the advertiser who has built up a reputation for 
his product has a large sum of money invested in the advertising 
and the good will that it has created. This good will is paying 
him back a fair interest on his investment in the repeat orders 
for his goods. By this investment of his advertising funds he has 

[28] 



placed himself in a position where he does not dare to reduce the 
quality of his product, because to do so would mean the loss of 
both his principal and the interest. 

The manufacturer of unadvertised goods, unknown brands 
such as are sold by mail and often through local dealers, can re- 
duce the quality of his product, for he has no investment at stake, 
his goods have never been standardized, and they are not sold nor 
purchased on a quality basis, but on a price basis alone. 

Through advertising the public become familiar with a manu- 
facturer and his goods. They become acquainted, so to speak. 
If anything goes wrong with the goods the public knows at once 
who is to blame, for his name is on his product and they can refuse 
his make in the future. Again, he does not have to turn out an 
inferior article. 

If you have bought unnamed, unadvertised goods and got a 
piece of shoddy, how can you know you are not buying the same 
manufacturer's goods again, unless you buy an advertised brand? 

You can absolutely depend upon it: Quality wears a brand 
— inferiority never does. Did you ever know "seconds" or infer- 
ior goods to be trade-marked and advertised? 

Why Your Dealer Should Offer You Only Advertised Brands. 

In the first place this is the only way he can properly serve 
you ; and service to his customers is the foundation principle upon 
which his business is based. 

In bringing you only standard, advertised brands is the proof 
that he desires to give you the real, helpful service that you have 
a right to expect from your dealer. 

But even ignoring the consumer's rights, the wise dealer 
pushes advertised brands from purely selfish motives. 

It means satisfied customers. 

It is a guarantee of reorders. 

He turns over his money quickly. 

He has no dead stock on the top shelf. 

The advertising is a sales insurance policy given him with 
every order. 

He appropriates to himself the benefits of the manufacturer's 
advertising. 

He concentrates in his own store all the public confidence in 
the high grade articles that he handles. 

The dealer should handle advertised brands, because people 
naturally prefer and buy the brands of goods with which they are 
familiar, and will take pains to get them, even though other goods 
of equal quality may be offered them. This is a deep-seated psy- 
chological fact that may not always be easy to explain, but which 
is none the less effective, and is vital to the dealer. It lies at the 
very bottom of all advertising. 

In the past dealers have not pushed advertised brands as they 
should, particularly in the smaller towns, and the public have out- 
grown them and have gone afield in search of better buying facili- 

[29] 



ties. This has been the opportunity for the great mail order 
houses, and they have made the most of it. 

The dealer can recoup his loss only through giving the highest 
type of service to his patrons, which means to handle only adver- 
tised, trade-marked brands of goods. 



:UJ 



(HOLLAND'S MAGAZINE, December, 1911.) 

If I Were a Country Merchant 

C. E. Raymond, 
Vice-President, J. Walter Thompson Company. 

It may seem like presumption for me to undertake to write an 
article on "What I Would Do If I were a Country Merchant," for 
I have never been one. 1 believe, however, that that very fact 
qualifies me to see some things clearly which the man in the vortex 
of that calling cannot observe because he has not the proper per- 
spective. 

I know that in my own business, that of advertising, I have 
received the very best suggestions and ideas from those who knew 
practically nothing of advertising, and were, therefore, impartial 
observers and capable of receiving the average normal impression 
of things, a thing which the habit of mind of the advertising ex- 
pert renders it impossible for him to do. 

I lay claim, then, on the ground of being a somewhat careful 
observer, and having had a long experience in a field which had 
made it necessary to study a wide range of business activities, to 
be in a position to make some suggestions which I hope may prove 
valuable. 

In the days of a century ago, which followed the era of barter, 
nearly all merchants were country merchants, as cities were few 
and of small population, and the rule was that the buyer should 
seek the seller. This was due to scarcity of manufactured articles, 
the want of capital to engage in making goods on a large scale, 
and almost no means of transporting goods for general distri- 
bution. 

As the railroad and other methods of transportation have de- 
veloped, and as capital has engaged extensively in manufacture, 
and as the people have increased their wealth and wants, it has 
been found expedient to reverse the old order of sale, and the seller 
now goes to the buyer. 

The country merchant is the last remaining example of the 
exception to the new order of things, and it is because of the fact 
that he clings to the old way, and not the mail order competition, 
that he finds business not as good as it should be. Therefore, were 
I a country merchant I would employ clerks to run the store, buy a 
National Cash Register, and spend my time in the country, making 
the friendly acquaintance of all my possible customers, learning 
their needs and seeing that my store was stocked with the right 
kind of goods. 

I would dress simply, with no affectation of city clothes or 
manners, and be sure to give the impression that I felt myself in 
no way superior to those whose trade I sought. 

Farmers work long hours, of necessity wear coarse and often 
dirty clothes, and so do not cut a fine figure alongside of citified 

[31] 



folk, and they have a quick sense to feel comparisons which show 
to their disadvantage. I remember with indignation to this day 
the indifferent attention we would get when I was a farmer's boy, 
from the country merchant when he would condescend to take 
our apples and eggs at bottom price, and give us his tea and su- 
gar and molasses at the market's top. He acted as though he was 
conferring a favor on us in making 50 per cent profit each way, 
and I always wanted to kick him for it. 

I speak of this experience, not that I suppose it to be often 
duplicated today, but because it is the natural attitude belonging 
to the old era when the buyer sought the seller, and because in so 
far as country merchandising is carried on today on this plan, just 
so far the old idea of the superiority of the seller predominates 
and tinctures the methods of sale. 

If I were a country merchant I would be heartily in favor of 
a parcels post, and would not be fooled by the express companies 
and newspapers into the idea that the carrying of the small parcel 
by the government would injure my business. On the contrary 
the live country merchant who takes advantage of the parcels 
post, because of his nearness to his customers, will be able to give 
them their immediate needs with such promptness that they can- 
not afford the delay entailed by sending to the larger cities. 

No live country merchant need fear the mail order houses. 
The factor of personality and the advantages of being on the 
ground lays with him, and he has but to follow these to the limit 
to build up a business which no outsider can take away from him. 

One reason that mail order houses succeed is that their goods 
are up-to-date, and one reason that some country merchants fail 
is that they do not study the needs of their community and sup- 
ply them. The way to make business pay is by the lines of least 
resistance, learn what the people want and give it to them, even if 
you have to j unk everything on your shelves. When your custom- 
ers find you will go to no end of trouble to give them what they 
want they will come to you as the person who can supply their 
needs at the least inconvenience to them. Add to this the factors 
of personal acquaintance and liking, and nearness in location and 
the establishment of a profitable good will is certain. 



[32] 



(FARM AND RANCH, January 6th, 1912.) 

Community Co-Operation 

R. V. Holland. 

A large majority of the small towns (as well as all of the 
larger cities) in the Southwest maintain commercial organiza- 
tions whose duties are to convince prospective investors and set- 
tlers to locate and make investments in their respective commu- 
nities. No good, live town can afford to be without a commercial 
club. 

When a commercial club induces a new business concern to 
locate in the town in which you live, you and all other residents of 
the entire community are benefited. 

Every person is, or should be, interested in the community 
in which he or she resides. You want schools, churches, good 
roads, sidewalks, etc., all of which depend upon the progress and 
growth of your community. 

Of course it takes money to maintain commercial clubs. Have 
you ever stopped to think who puts up the money for their organi- 
zation and maintenance? The owners of business interests in the 
town — largely the merchants. 

In other words, the merchants in a town subscribe to a fund 
to be used by the commercial body in persuading new interests to 
locate in their midst, with a view of upbuilding and bettering the 
town generally. How many concerns could be induced to make 
mercantile investments in communities where a large per cent of 
the people supply their wants from either the distant mail order 
house or the large store in the nearby city? 

Then, too, your local merchants are called upon to donate to 
local charity as well as to subscribe to local civic improvement 
funds, etc. All this for the benefit of the community and those 
living in it. 

You have much to thank your local merchant for, and you 
should show 7/our appreciation by patronizing him, all things be- 
ing equal. 

There are three channels open to your purchasing funds : 

The distant mail order house. 

The large city store. 

Your local merchant. 

Your local merchant should offer you the same inducements 
in the way of service, quality and prices to be found elsewhere. 
And, these things being equal he deserves your patronage. 

A progressive merchant, desirous of serving his trade to best 
advantage, carries the same class of merchandise to be found in 
the largest city stores and his price and margin of profit are the 
same. 

Those who have studied the problem of buying to best advan- 
tage, do not hesitate to assert that "standardized" goods are best, 

[33] 



as well as cheapest, in the long run. By "standardized" goods I 
mean goods that bear the maker's name and trademark and, the 
merits, advantages and quality of which have been properly estab- 
lished in the minds of the buying public through good publicity. 

When a manufacturer brands his products, attaches his name 
to them, and then spends large sums advertising them, you can 
depend on the name and trademark for value received. 

This is the class of merchandise experienced consumers de- 
mand and they can be had at your local stores no matter how small 
the town in which you live. Price and quality of "Trademarked- 
Advertised" products are the same everywhere. 

Insist on "Trademarked- Advertised" products, your mer- 
chant can and should carry them. His doing so will greatly aid in 
keeping your community wealth at home where it will benefit each 
and every one of you. 

High class publications will not accept fake advertising or ad- 
vertising from unreliable concerns. Quite a number of the best 
publications guarantee the reliability of the concerns advertising 
in them — Farm and Ranch and Holland's both do. 

Any article, heavily advertised by the manufacturers, in re- 
liable publications, can be depended upon. Inferior grades of 
goods are never heavily advertised, as they would not induce re- 
peat purchases after a trial at the hands of the consumer. 

Effect a closer acquaintance with your local merchants ; they 
are your best friends, your neighbors. They co-operate with you 
in the upbuilding and bettering of your community and you should 
extend them your patronage in return, provided they will render 
service at the same price asked elsewhere. 



|:n 



(HOLLAND'S MAGAZINE, February,- 1912.) : 



Community Co-Operation 

R. V. Holland. 

Of course you appreciate the advantages offered you through 
the growth and development of the community in which you live. 

If you live on the farm, you want good roads, schools and 
churches, a convenient market in which to dispose of your prod- 
ucts, rural telephones and mail delivery, etc. 

If you live in town, you want, in addition to the above, good 
streets and sidewalks, adequate water and lighting systems, mod- 
ern local shopping facilities — in fact, every public and private 
utility. 

Do you realize that all these things are the outcome of, and 
depend upon the growth of your community, which is entirely de- 
pendent upon the extent of local trade activities ? 

A portion of every dollar spent in the store of your local mer- 
chant finds its way to some fund used in the promotion of the com- 
munity's welfare and development. 

Increased local business means the securing of modern public 
conveniences and luxuries, additional trading, marketing, trans- 
portation, educational, religious and social facilities. 

When looking up your list of contemplated purchases, post 
yourself with regard to the best brands of articles in the lines de- 
sired, then look in your local stores for them. 



Mfi 



(HOLLAND'S MAGAZINE, March, 1912.) 

Community Co-Operation 

R. V. Holland. 

Do you want to be an active factor in the upbuilding of the 

community in which you live? Or do you want to be a regular 

contributor to funds used in promoting the growth of distant 

cities and communities in which you have no direct interest in the 

way of investment, etc? 

Up to a few years ago the call of the city — with its lure of 
paved streets and sidewalks, modern luxuries and conveniences, 
handsomely equipped stores, ample church, school and social fa- 
cilities — elicited a most responsive reply. 

Like a huge magnet, the large city drew to itself countless 
numbers of men, women and children, from the farm and small- 
town community, each individual contributing his or her mite to 
the city's general progress. 

If you live in a small-town community you can materially aid 
in securing the above mentioned improvements for your own com- 
munity. There are numerous unconscious contributors to the 
city's improvement funds from the small towns and rural com- 
munities surrounding them, in the way of people who either go to 
the city for their purchases or make them by mail. 

The postmaster in a small Texas town stated to the writer a 
short time ago that fully 40 per cent of the money spent by the lo- 
cal inhabitants, for luxuries and necessities, was either sent or 
carried away. Just think how far this money would go toward 
securing local civic improvements if spent with the home mer- 
chants. The town in question claims about two thousand popula- 
tion. 

A few months ago I was explaining to a small-town merchant 
the many benefits to be derived, by those residing in the commu- 
nity, from the practice of "Community Co-operation." 

Among other things I made the assertion that every dollar 
spent with the merchants in the town, benefited every person liv- 
ing in the entire community. This statement was challenged by 
a gentleman in the store, who remarked that he could not see 
wherein he was benefited by the money spent with the town mer- 
chants, as he lived some six miles out in the country. 

He admitted the fact that the town's growth depended upon 
local trade activities, and that all civic improvements depend di- 
rectly upon the town's growth. 

In answer to my questions he gave me the following informa- 
tion : He owned a little more than two hundred acres of farm 
land, for which he had paid from $10 to $16 per acre some ten 
years before, and for which he had lately been offered $75 per 
acre. 

I asked him if he didn't think that the town's growth was re- 

[36] 



sponsible for these increased values. His reply was : "No. P'arm 
lands have enhanced in value all over the Southwest during the 
past ten years, due to the settling up of the country." I wanted 
to know if his land would produce any more now than it did when 
he bought it, and by way of reply he stated that it would not pro- 
duce av> much, and that furthermore he could buy land in a new 
section of the country, for less than $10 per acre, that would pro- 
duce as much as his land ever did. 

"Why don't you sell out at the splendid profit you have in 
your place here and move to the new section?" I asked. 

His answer to this last question furnished me ample infor- 
mation with which to prove my argument. 

He has four girls and two boys still in school ; he must edu- 
cate them and there were no schools convenient to the new pros- 
pective location. His family went to church and Sunday school 
regularly and he didn't want to deny them these advantages. His 
children attended parties and other social gatherings, from time 
to time, and he didn't feel like he should isolate them from society 
in an undeveloped section. Furthermore, the macadam pike, lead- 
ing into town, ran right past his door, and he hated the idea of go- 
ing back to mud roads. 

Here was a man who could sell his land for $65 profit per acre, 
admitting that he could buy land, just as productive, for $10 per 
acre, but he would not make the change in residence because of 
the lack of advantages and improvements in an undeveloped sec- 
tion, and yet he still refused to admit that he was benefited by the 
growth and prosperity of the town close at hand. 

Wasn't this town responsible for the good roads, churches, 
schools, markets, society, etc., mentioned, and, didn't the growth 
and existence of the town depend entirely upon its trade activi- 
ties? Didn't he owe it to himself, his family and his local mer- 
chants to patronize them, quality and prices being equal? If the 
unsettled section afforded all the advantages that kept him from 
moving into it, land there would bring just as high a price. 

Get better acquainted with your local merchant; he is, or 
should be, your friend. Patronize him, whenever possible, keep- 
ing in mind the fact that his prosperity is your prosperity. 

If you live in, or near, a small town, there will be times when 
you feel that you can do better by sending or going to the city than 
in your local store. Investigate and make sure of this before you 
act. as in nearly every instance the small-town merchant carries 
all of the best brands of merchandise to be found in the city. His 
prices on standard "Trademarked-Advertised" products are the 
same as elsewhere and the manufacturers of this class of goods 
put the same quality in every article. 



[371 



(FARM AND RANCH; March 2nd, 1912.) 



:\ 



Community Co-Operation 

R. V. Holland. 

In June, 1908, a few Dallas men interested in, either the buy- 
ing or the selling of publicity, conceived the possible benefits and 
advantages of an organization for the study of "Advertising," in 
its various branches. 

A meeting was called for June 17th of that year at which The 
Dallas Advertising League was born. 

The primary purpose of this organization was a weekly 
noonday luncheon, at which there would be an open discussion of 
the views, experiences, methods and opinions of men whose inter- 
ests were in some way affected by publicity in one of its forms. 

Talks and papers are prepared and delivered by both mem- 
bers and invited guests. 

The membership of The Dallas Advertising League has in- 
creased, since June, 1908, from sixteen to two hundred and fifteen 
members. And, it is safe to say, that any live Dallasite, ques- 
tioned as to the value of the League to Dallas, or to the entire 
State of Texas, would answer: "The Dallas Advertising League 
is Without doubt one of the strongest educational and progressive 
factors in the State." 

Its members made history for Texas last August, when they 
chartered a special train to the National Advertising Convention 
in Boston, Mass., and, with the co-operation of the other Texas 
advertising organizations, captured the 1912 National Convention 
for Dallas. 

It is unanimously recognized and admitted, among those in 
position to know, that The National Advertising Convention, to 
be held in Dallas, May 19th to 23d, 1912, will deliver over one mil- 
lion dollars in benefits to Texas. 

Since the organization of the Dallas Advertising League, 
clubs have been organized in a number of other cities throughout 
the State, all of which extended aid to Dallas in the securing of the 
1912 National Convention. 

In May, 1911, at the request of the Secretary of the Retail 
Merchants' Association, Mr. C. E. Hudson and Mr. R. Haughton, 
Secretary of the Dallas Advertising League, visited Mart, Texas, 
and suggested to some of the business men there the organization 
of an Advertising Club. 

After consideration their recommendations were carried out, 
and, today, the Mart Advertising Club is one of that community's 
most valuable assets. 

The Mart Club sent its President, Mr. J. L. Spencer, to the 
National Convention in Boston last August, and the fact that a 
town of only 2900 population had sent representation all the way 

[38] 



to New England, put the name of Mart, Texas, in the mouths of 
thousands of Easterners who had never heard of it before. 

In a later issue of Farm and Ranch I will give an account of 
the "Community Co-operation' ' work being done by the Mart Ad- 
vertising Club and the benefits accruing to that community from 
their campaign. 



:{!) 



(FARM AND RANCH, March 23rd, 1912.) 



Community Co-Operation 

R. V. Holland. 

The Mart Advertising Club of Mart, Texas, is conducting a 
campaign in the interest of Community Co-operation that, in the 
opinion of the writer, will prove productive of much good to 
every person in that community. 

The Home Trade Committee of the Club set out a few months 
ago to educate the people in their trade territory to the advantages 
to come to them from patronizing their local merchants and thus 
assisting in the growth and development of the town and sur- 
rounding community. 

The first step in this campaign was in shape of a circular let- 
ter to the families living in the territory upon which the mer- 
chants of Mart depend for trade. 

This letter propounded the following pertinent questions : — 

"Do you do all of your trading in Mart? If not, why not?" 

"If you buy any of your goods away from Mart, will you 
please tell us why?" 

"We believe that our merchants have the prices and that 
whenever they do not have the goods you want, they can, and will, 
get them for you quicker and cheaper than you can get them." 

When the replies received were tabulated the Committee im- 
mediately drafted the following letters : "To the Ladies of Mart" 
and "To the Farmers of Mart," which are self-explanatory : 
To the Ladies of Mart : — 

Recently we wrote to each of you a "Home Trade" letter. In 
this we asked you to tell us "W-H-Y" — if ever — you found it nec- 
essary to trade out of Mart.. 

From replies we learned that the majority of our Mart wo- 
men are loyal to Mart and do practically all of their trading here. 
Those who trade some out of town gave the following reasons : 

1. Some say they can buy cheaper in the cities and from the 
mail order houses. 

2. A few say they cannot find what they want here. 

3. A few say they trade away from Mart because the wives 
of some of our business men trade away from home. 

At our last Home Trade Banquet, at which sixty merchants 
and clerks were present, we presented these reasons to them for 
their consideration. 

They asked us to answer you as follows : 

1. Our merchants stand ready to meet prices with any city 
or mail order houses, when purchases are made on the same con- 
ditions and goods of same quality are bought. 

[40] 



2. They say that they will make special effort to carry the 
goods and the varieties and styles you want, and when they do not 
have what you want they will gladly order it for you. 

3. They say that they will religiously practice as well as 
preach Home Trade and will use every means — outside of the Di- 
vorce Court — to get their wives to do all of their trading in Mart. 

We, the Home Trade Committee of the Ad Club, want to call 
your special attention to the fact that we have not nor do we now 
ask that you pay our Mart merchants a higher price than you can 
buy for elsewhere. What we do ask is that you always give your 
home merchants a chance at every bill you buy. If you do this we 
know that it will be very, very seldom that you do any of your 
trading away from Mart. 

Sincerely, 

Home Trade Committee, 

Mart Advertising Club. 



To the Farmers of Mart — Gentlemen : 

Recently we mailed to each of you a "Home Trade" letter. 
In this we asked you to tell us "W-H-Y" — if ever — you found it 
necessary to trade away from Mart. 

The answers we received showed that most of our Mart farm- 
ers do all or practically all their trading at Mart. The principal 
reasons given for not trading in Mart are : 

1. Cheaper goods elsewhere. 

2. Better prices for cotton elsewhere. 

3. Bad roads. 

At our last Home Trade meeting, at which sixty merchants 
and clerks were present, we presented these reasons to them for 
their consideration. In answer to these reasons for not trading 
at Mart our merchants ask us to say to you : 

1. That they will meet prices of any city or mail order 
house, if you will buy on the same terms from our merchants as 
you buy from the city merchants or the mail order house. They 
further say that they guarantee everything they sell to be as rep- 
resented. 

2. That Mart has always had the reputation of being one of 
the best cotton markets in Texas. Proof that we have had the 
prices this year is shown by the fact that Mart has received more 
cotton than any town in the territory, according to the size of the 
town. We bespeak for buyers that Mart will always be in the ring 
with prices equal to any point in the territory. 

3. That Mart has spent over eleven hundred dollars on the 
roads, and we still stand ready to do our part, or more than our 

[41] 






part, towards improving the roads. We are always glad to co- 
operate with you for better roads. 

Finally, we, the Home Trade Committee, want to call your 
special attention to the fact that we have not, nor do we now ask 
you to pay our Mart merchants more for goods than you can buy 
them for elsewhere. What we do ask is that you always give your 
merchants a chance at any bill of goods you buy. If we can't meet 
prices and terms we don't want your business. But we know that 
Ave can meet prices on the same terms, and we know that if you 
give us a chance at every bill you will very, very seldom do any 
trading away from home. Sincerely, 

Home Trade Committee, 

Mart Advertising Club. 



Mr. Surratt, Secretary of the Club, states that results were 
noticeable almost immediately and that even the most skeptical 
citizens are now willing to admit the effectiveness of this good 
work. 

No matter where you live, you can buy from your local mer- 
chants to just as good advantage as elsewhere, provided those 
home dealers are progressive enough to handle "standard" brands 
of merchandise. And, quality and price being the same, you 
should always give your local merchant the benefit of your ex- 
penditures. 



[42] 



(Form used for merchants from whom we have first reports.) 

REPORT BLANK. 

Name Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked-Advertised Merchandise" and 
"Community Co-operation?" 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to in- 
duce the consumer to trade with the home merchant and 
to buy "Trademarked-Advertised" products? 

3 — Do you find it easier to sell "Trademarked-Advertised" 
products, the manufacturers of which advertise them in 
mediums reaching your trade territory, with a view of 
bringing customers into your store? 

4 — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase 
in demand ? 

5 — If manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, 
will you co-operate with them by pushing their sale? 

REMARKS:— 



Information given by : Rep. : Farm and Ranch and Holland's. 

Date 



4:< 



(Letter of thanks acknowledging receipt of second reports.) 



Many thanks for the report filled out and sent us. The infor- 
mation contained therein will prove of great assistance to us in 
the work we are doing in the interest of Trademarked- Advertised 
Merchandise and Community Co-operation. 

If the merchants in the Southwest will co-operate with us 
we are in position to do them much good. This department was 
created in the interest of the retail merchants and the readers of 
Farm and Ranch and Holland's. 

If at any time you have any suggestions to make that might 
assist us in our efforts along this line I shall be pleased to hear 
from you. 

Wishing you every success, I am, 

Yours very truly, 

R. V. HOLLAND, Manager. 
COMMUNITY CO-OPERATION DEPARTMENT. 
RVH-MW. 



44 



(HOLLAND'S MAGAZINE, April. 1912.) 

Community Co-Operation 

R. V. Holland. 

For some time past, through the columns of Holland's, I have 
endeavored to impress upon our readers the many advantages to 
be derived from the practice of trade co-operation within their own 
communities. 

Community Co-operation simply means a united effort on the 
part of the people living in any community, along lines tending to 
promote its growth and development, and thus furthering the 
prosperity of every individual citizen. 

The ideal community in which to live, to my mind, is one that 
has good roads, streets and sidewalks, ample religious, education- 
al and social advantages, well kept parks and public grounds — 
and, above all this, a contented people, working in unison towards 
the upbuilding and bettering of the entire community. 

The creation and existence of this ideal community depend 
directly upon local commercial activities. 

The necessary factors in the production of the finest churches, 
the best schools, the happiest homes, in fact The Ideal Community, 
are to be found within cold commercialism. 

Local public advantages of all kinds, as well as individual 
prosperity, are the outcome of local trade activities, and those peo- 
ple who really promote the general welfare of their community, 
must co-operate with their local commercial interests to this end. 

Upon the extent of business transacted by your local mercan- 
tile institutions, depend the growth and development of your com- 
munity, as well as the prosperity of your citizenship. 

When you spend money, spend it with your home merchants 
(provided they offer you the same inducements in the way of qual- 
ity, price and service to be found elsewhere) , thereby giving your 
community an opportunity to profit by a portion of your expendi- 
tures. 

When your local merchants are prosperous, they will in turn 
deal liberally with the community upon which they depend for 
trade. 

Modern methods of merchandising make it possible for your 
home merchants to serve you as well as those in the largest cities. 
You can buy, right in your local stores, the best brands of mer- 
chandise manufactured, provided your merchants are progressive. 

Manufacturers of standard or "Trademarked-Advertised" 
brands of merchandise, offer all retail merchants the same advan- 
tages in prices and quality, and an extra added service by adver- 
tising their products to the buying public, thereby helping the re- 
tailers sell them. 

"Trademarked-Advertised" products offer consumers better 
value than the unadvertised kind, and can be bought in your local 

[45] 



stores to as good advantage as elsewhere, thus giving you an op- 
portunity to spend your money where it will benefit your com- 
munity. 

The merchant who refuses to handle "Trademarked- Adver- 
tised" products, and insists that his unknown brands "are just as 
good," is failing to serve his trade to best advantage. His only 
reason for not handling standard brands, of known quality, is the 
fact that he can get a larger profit from the unadvertised kind — 
at the expense of his customers. 



[46 



(HOLLAND'S MAGAZINE, May, 1912.) 

Community CoOperation 

R. V. Holland. 

Many students of domestic economy have lately advanced the 
belief that the high cost of living is partly due to the fact that 
there are too many profits on any article, from the time it leaves 
the producer until it reaches the consumer. 

This is probably true. However, this statement has given 
rise to the assumption on the part of many that the retailer, or lo- 
cal merchant, is an unnecessary "profit taker." 

Nothing could be further from fact. 

Without fear of successful contradiction, I make the state- 
ment that "An honest, progressive retail merchant is the most eco- 
nomical, as well as the most necessary factor in the distribution of 
any class of merchandise." 

In the distribution of any piece of merchandise that is to be 
sold in territory outside of its place of origin, the manufacturer 
must either employ the services of the retail merchants, or estab- 
lish and maintain local stores, which would be impracticable, as 
but few manufacturers could afford the expense of local stores for 
the exclusive sale of their products to local consumers. 

The local merchant is of as much importance in supplying 
your wants and needs as is the producer of the various articles 
for your comfort and pleasure. 

Upon the integrity and progressiveness of your local mer- 
chants depends much of your welfare and happiness. 

If they are progressive, they can, and will, handle leading 
brands of standard goods — at the same prices commanded else- 
where. 

Modern merchandising methods enable the merchants in the 
smaller towns to offer their patrons advantages equal to those 
found in the larger cities. 

If your merchants are not progressive, they will refuse to 
handle standard "Trademarked-Aclvertised" brands of goods, of- 
fering you instead unknown brands of inferior quality, on which 
they can exact a wider margin of profit. 

When you contemplate making purchases away from home, 
first ascertain if you cannot do as well in your local stores. If the 
prices are the same, buy at home. 

If you cannot find the specific articles wanted in your local 
stores, ask your merchants if they will not get them for you as 
cheaply as you can send or go away for them. 

If you are interested in the growth and prosperity of the com- 
munity in which you reside you should supply your wants in your 
local market provided your merchants will offer you the same in- 
ducements to be found elsewhere — the live up-to-date merchant 
can and will do this. 

[47] 



(FARM AND RANCH, May 25th, 1912.) 

Community Co-Operation 

R. V. Holland. 

A town, to be a "good" town, must have good stores — stores 
that handle large assortments and offer the same values and styles 
at the same prices asked elsewhere. 

Good local shopping facilities, however, depend entirely upon 
the extent of patronage accorded merchants by community con- 
sumers. 

Those who live in the smaller towns often say they are forced 
to shop elsewhere, because their local stores do not carry the spe- 
cific articles they want. If these people would make their wants 
known to their home merchants, in nearly every case, these mer- 
chants would supply them. 

Bear in mind that a portion of every dollar spent in your local 
stores applies to the building and maintenance of your schools, 
churches, good roads, streets and sidewalks — in fact, every im- 
provement that goes to make your community attractive from 
every commercial and social standpoint. 

If you have children to educate; if you are interested in re- 
ligious matters; if you own a home or other property in your com- 
munity, you should patronize your local merchants whenever prac- 
ticable. It is to you?' interest to do this. 

Of course, there are merchants in every town who will not 
carry standard lines and who expect their customers to buy their 
unknown goods at standard prices; however, there are progress- 
ive merchants in every locality who handle brands that are sold 
everywhere at uniform prices, whose quality is known to all who 
read and keep up with the times. 

Trademarked-Advertised merchandise always offers maxi- 
mum values and can be secured in smallest towns to as good ad- 
vantage as elsewhere. 

No manufacturer will put his name and trademark on an ar- 
ticle and then spend large sums of money advertising it unless his 
goods come up to his claims in every respect. 



[48] 



(HOLLAND'S MAGAZINE, June, 1912.) 



Advertised Trademarked Products 



What They Mean to the Retailer and to the Manufacturer. 



W. V. Crawford, Advertising Manager, Sanger Brothers, Waco, 

Texas. 

The advantages that a manufacturer derives by the proper 
advertising of his name and trade mark, when assembled together, 
compose beyond any doubt his greatest business asset. Of course 
in making this statement and throughout this article I shall refer 
only to the manufacturer whose product has real merit, and I 
might state here that the manufacturer whose product does not 
possess real merit seldom, if ever, is so unwise as to risk his money 
in extensively advertising something that will not and cannot pos- 
sibly, because of lack of merit, have what is called "repeat" sales. 

What advantage does the proper advertising of a name or 
trade mark give to the manufacturer and eventually to the re- 
tailer? 

It gives his product preference over the thousands of other pro- 
ducts on the market that are not so well known, not only by the 
retailer to whom the manufacturer sells, but by the general public 
to whom the retailer must sell — preference over the unknown be- 
cause, in this day and age, both the retailer and his customers de- 
sire and demand the product that has been established in their 
minds as worthy of their dollars through proper reasoning printed 
upon the pages of the current publications that are as much a part 
of their daily life as is their occupation. In brief the merchant pre- 
fers the product that has been well advertised for the reason that, 
because it has been well advertised, it is half sold to the general 
public before he has unpacked it in his store. The demand and the 
desire of his patrons to have that article has already been created 
and it only remains for him to apprise the people in his section 
through his local advertising and his show window display to make 
the other half of the sale. 

The argument is sometimes made by the manufacturer as 
well as by the merchant, more because he does not want to keep 
up with the demands of this day and age than because he really 
believes in the soundness of his argument, that he would rather 
add the cost of advertising to bettering his wares or that he would 
rather sell them cheaper, and (thus he argues) give the consumer 
the benefit of what he spends for advertising. But the man who 
makes this argument had as well argue that if he peddled goods 
from house to house he would thus save rent, light, help-hire and 
the other expenses of possessing a place where it is a pleasure for 
people to trade. The cost of advertising is an item that the busi- 

[49] 



ness man today, be he manufacturer or dealer, must have on his 
expense account, and the proper advertising of his goods is just as 
essential as the manufacture of them or their possession by the 
dealer. Look about your own home and estimate how many of its 
comforts were due to their being brought to your attention 
through advertising. You will find innumerable conveniences, the 
uses and advantages of which you first learned through the pages 
of your magazines, and later secured from your dealer. 

The manufacturer whose advertisement you read in every is- 
sue of your magazine and other publications does not charge more 
for his products because of the great amount of money he pays for 
his advertising for the very plain reason that by his persistent ad- 
vertising he attracts more and more attention to his goods and 
thereby causes more people to buy them, which means cnat he must 
manufacture greater quantities, and in selling greater quantities 
he is satisfied with a smaller percentage of profit and in the end 
derives more profit from his gross sales than he would have if he 
had not, by advertising, increased the sale of his products. 

Proper and continuous advertising of a trademarked article 
increases the confidence of the people in that article, for thinking 
people realize that advertising costs money and they correctly rea- 
son that if a trademarked article did not possess merit its pro- 
moters could not and would not continue to pay for its advertis- 
ing, because in the end it could spell nothing but failure— it's not 
the first sale that counts. 



[501 



(HOLLAND'S MAGAZINE, June, 1912.) 



Community Co-Operation 

R. V. Holland. 

In nearly every community there are men and women who go 
or send to the larger cities for many of their purchases, believing 
that they can "do better" in the stores of the cities than at home. 

These people are usually not malicious barriers to the growth 
and development of the communities in which they live. Never- 
theless they retard rather than assist the progress of the entire lo- 
cality. 

In a certain small Southwestern town a woman, whom I will 
call Mrs. A, had just completed a very handsome home and had sig- 
nified an intention of purchasing her furniture in a distant city. 

A local furniture dealer was very persistent in his solicitation 
for the order, but to no avail — Mrs. A simply thought she wanted 
better goods than could be had in his store, although she had not 
inspected his stock. 

A few days prior to the date of the contemplated trip this 
progressive merchant learned, quite by accident, that her purchas- 
ing list including a certain standard make of kitchen cabinet and 
a well-known refrigerator. Both articles he kept in stock and, as 
he explained to Mrs. A, his prices were the same as elsewhere, 
and he could save her the freight. 

Her visit to his store for the purchase of these two articles 
resulted in her buying practically the entire bill, amounting to 
over a thousand dollars. She found the class of goods desired and 
prices were right. 

The fact that this merchant handled two "Trademarked-Ad- 
vertised" articles enabled him to secure a large sale that he would 
otherwise have lost. 

I do not ask any person to patronize his local merchants if he 
can do better elsewhere, but you should always give your local mer- 
chants the benefit of your purchases if they have the articles want- 
ed and will offer as good inducements in the way of prices and 
service. 



[51] 



(HOLLAND'S MAGAZINE, July, 1912.) 



What's in a Name 



W. C. D'Arcy, President D'Arcy Advertising Co. 

The answer to the question, "What's in a name?" has been 
furnished many times in many different ways, but in this instance, 
it has a direct bearing on the art of merchandising an unknown 
and unnamed product of one kind or another. 

At the outset, what would you think if we turned custom up- 
side down and did not name the men, women and children that 
make up our communities any more than we name trees? What 
would you think if we did not name the states that make up the 
Union? What would you think if we did not name the rivers or 
other things in this glorious land which, from time immemorial, 
have been known by a name? Suppose, for instance, that we just 
pointed to everything as it was wanted, or called it "It," as we 
sometimes call a new baby when we see it for the first time or re- 
fer to it in conversation before it has been christened? If things 
were not named, how could we order — how could we designate ? 

Time changes most everything. It has worked wonders in 
the manufacturing world, particularly in the method of distribu- 
tion of manufactured products that we use in daily life. Time has 
developed the "Package with a name" that fills the stores through- 
out the country. The time is not long past since most everything 
in the grocery store, the drug store and the dry goods store was 
sold from bulk, a barrel containing many pounds of a given article 
in either the grocery or drug line. You bought a yard of cloth 
without knowing what it was or where it came from; it looked 
like cloth and acted like cloth for the minute, but it did not wear 
that way. 

In the present day and time we have, with manufactured 
goods, followed the precedent of naming everything and making 
that name worth something, just as an individual man, woman or 
child goes through life with a given name and what he does makes 
it or breaks it. As the individual walks along the street, goes to 
church or goes to a political meeting, he is bound to be known by 
a definite name and by his deeds. The same standards distinguish 
brands of goods; an inferior article loses identity without half 
trying. Hence, there is much in a name, as applied to merchandis- 
ing. 

A package of crackers is known by name, a jar of pickles, a 
can of pineapple, a tin of coffee or pork and beans, a can of bak- 
ing powder — all have unmistakable names, "trademarks" of 
known value. Even a person who cannot read recognizes the tag 
or mark that is pasted on a hammer, a chisel, a keg of white lead, 
a tin of paint, a can or tube of tooth powder. You will find the 
most popular soda fountain drink is known by a definite name. A 
characteristic name is attached to a bolt of cloth, of fine linen, of 

[52] 



different grades of silk and of muslin. You buy a paper of pins by 
name; you call for hooks and eyes by name. 

If you will casually run over the things that are advertised, 
you will be surprised at both the quantity that have been named 
and the information that you have about each that establishes con- 
fidence in your mind, so that when you lay down your money on 
your dealer's counter and ask for one of them you know what you 
are going to get. You make your purchases today with the same 
assurance and satisfaction — plus knowledge — that you will get 
your money's worth that you do when you walk into the bank and 
ask for money in return for a piece of paper in the shape of a 
check. You accept the currency without the slightest thought or 
hesitation, knowing that it has the manufacturer's brand on it — 
Uncle Sam's — and that it is good anywhere for its face value. 

When you buy a piece of silver, if it has the "sterling" stamp 
on it, you know exactly the quality and worth. If you go to the 
scrap heap or into a pawn broker's establishment and purchase a 
piece of silver, even though it is clouded with spots and stains, 
while the "sterling" stamp is visible, you are satisfied — you have 
the assurance. Is it not well, therefore, in your own mind, to ana- 
lyze the responsibility of the energetic manufacturer who puts a 
label on his goods and states what it stands for, so tfrat you may 
go into a store in Texas, New York City or Washington and buy 
with the assurance and familiarity with which you would meet 
your friend on the street and know him by name, by shape and by 
dress? He is not counterfeit. He is not one thing in Texas and 
another thing in Pennsylvania. He is the same, provided he is 
true. Advertised goods are true to name. If not, they die an early 
death, as all imposters die. 

There is another side to this question, and that is the dealer's 
side. In times gone by the community at large dealt with a few 
stores in a given section and accepted the word of the dealer as 
to the quality and value of a given article. The dealer probably 
spoke the truth, so far as his knowledge extended, but, if the goods 
did not come up to the mark, he did not and could not refund the 
money if you asked him for it. Today the situation is changed. 
When you buy an advertised article — an article with a name that 
stands for something — if it does not make good in all particulars, 
you get your money back. The dealer gets his. Everybody is sat- 
isfied. There is a guarantee and an assurance. There is that es- 
tablished confidence that should exist and does exist — a thing we 
did not have years ago. 

The dealer today, whose trade may be temporarily dull, does 
not have to push and sacrifice his products in order to unload for 
fear of spoiling or loss in some other direction. He has advertised 
goods on his shelf that do not spoil — that are pushed by the adver- 
tising that the manufacturer pays for. The dealer today buys ad- 
vertised goods for many reasons — one, in particular, that they 
have a definite market value. An inventory of any store can be 
appraised at "net cost" and not at auction figures. The dealer 
today turns his money over many times during the month on a 

[53] 



given article, when before, the same amount invested in bulk, of a 
somewhat less valuable stock, would supply him for six months 
or a year, all because of the small demand for the goods that are 
unknown and unnamed. 

Today we have a surprising degree of information about 
everything. We buy as intelligently as we talk, and it is all be- 
cause of a name and package with an identity — with the stamp of 
somebody's personality and responsibility which conveys the as- 
surance that you get 100 cents' worth for every 100 cents spent. 
The logic of the situation is : Profit by the experience of the ma- 
jority and buy what you know — buy by name. 



[54] 



(HOLLAND'S MAGAZINE, August, 1912.) 

Community Co-Operation 



R. V. Holland. 

About a year ago I assumed charge of our Community Co- 
Operation Department, which was created by the publishers of 
Farm and Ranch and Holland's with a view of furthering the in- 
terests of our subscribers, and of the retail merchants of the 
Southwest. 

Since that time both of our publications have been publishing 
articles calling on our readers to patronize their local marchants 
at all times, — provided they can do as well in their local stores as 
elsewhere. 

We have also endeavored to impress upon our readers the 
fact that standard lines of merchandise are always best and cheap- 
est in the long run, and that this class of goods can be bought of 
their local merchants to as good advantage as anywhere else. 

Our representatives have visited nearly eight thousand mer- 
chants in Texas, Arkansas, Oklahoma and Louisiana and I am 
pleased to be able to state to our readers that we have, with very 
few exceptions, found them progressive along all lines. They have 
in nearly every instance expressed a willingness to co-operate with 
us in this work and a desire to serve their patrons to the best of 
their ability at all times. 

However, in this work, as in all other reform movements for 
the good of the general public, we encountered some opposition 
from some of the factors in whose behalf we are working. 

The following letter from a merchant in Oklahoma came to 
me quite as a surprise and I am publishing same for the benefit 
of our readers, and those progressive merchants who so richly 
deserve success and who realize that success depends upon offering 
the buyers in their communities the same advantages in the way 
of quality, price and service to be found elsewhere : 



, Okla. 

March 22, 1912. 

Texas Farm and Ranch Pub. Co., Dallas, Texas. 

Gentlemen : — Your little booklet "For Your Success" received 
and read. You invite comment. I seldom take the time to voice 
my views but am going to say that as a retailer of over thirty 
years' experience,!! adopt the policy of avoiding advertised goods, 
and never feature them. 

When a salesman opens up a display of magazine pages to 
me, I know that he is paying my profits to the magazines and ex- 
pects me to work for nothing. 

[55] 



I am not an ultimate consumer of my goods and am not inter- 
ested in giving my profits away to the consumer, and I have just 
as good right to tell my customers what I think they should buy 
as the magazine advertisements have. 

I am selfish, so is the magazine, so is the manufacturer. There 
is a certain amount of money to be spent — no more. 

If I can sell articles for 60 per cent it is better than for me to 
sell for 20 per cent. The advertiser spends his money to get peo- 
ple to buy the goods that I only get 20 per cent on. 

I tell the customers that my running expenses are 40 per 
cent and if he wants that line of goods he will have to go to the 
trouble of sending for them, as I cannot afford to pay a proprietor 
for the privilege of handling them. 

I am here to take the place of the magazine in dictating what 
my customers shall use and take the pay myself for the adver- 
tising. 

Your business is perfectly legitimate — But, Oh, My ! the gall 
of your proposition to go into partnership with me to rob myself 
and you divide the booty with the proprietor. 

You may be a friend of the manufacturer, and of the people, 
but no friend of mine. 

With the greatest kindness, 

Yours, 



I am indeed surprised to hear any retail merchant state that 
his interests are not identical with the interests of his patrons. 
Please note this merchant's statement in closing, that we may be 
a friend to the manufacturer, and to the people, but no friend of 
his. And, in this connection I want to say that we are first, last 
and all the time looking out for the interests of the masses in the 
Southwest, and we realize that in order to do the most good for 
all the people we must spend as much of our money as possible in 
the stores of our local merchants. We also know that we can buy 
to best advantage by always purchasing standard goods of known 
quality — they are cheapest in the long run, and — the price the 
same from Augusta, Maine, to Galveston, Texas. 



[56] 



(Number of First Reports on hand July 31, 1912.) 



1st REPORTS. 

Texas. Okla. Ark, La. 



Dry Goods, Clothing, Etc. 
506 299 61 39 

Groceries. 
646 388 97 51 

Drugs. 
593 304 67 46 

General Merchandise. 
417 223 63 41 

Gents' Furnishings. 
204 123 38 19 

Jewelry, Pianos, Etc. 
198 142 37 26 

Furniture. 
132 96 28 14 

Hardware, Implements, Vehicles. 
447 343 86 38 

Hardware and Furniture. 
139 56 23 9 

Miscellaneous. 
34 23 — — 

Banks. 
372 210 56 28 



[57] 



Rockwall, Texas, June 4, 1912. 

"We are taking hold of the McElwain line of shoes for the 
reason that they are advertising in this territory through Farm 
and Ranch." J. D. Rimassa. 



Camden, Ark. 

"I think that all merchants should take an interest in adver- 
tised lines and should help the manufacturers push them." 
"I will co-operate with you in this work." 

Lockett & Copeland, 

Per E. W. Copeland. 



Holdenville, Okla., June 19, 1912. 

"It is much easier to sell 'Trademarked-Advertised' products, 
and if manufacturers of this class of goods would advertise more 
in farm papers it would be a great help to the merchants." 

Chas. F. Roberts & Co., 

Per Chas. F. Roberts. 



Monroe, La., August 29, 1912. 

"We feel that no other paper or magazine has done more to 
stimulate trade on 'trademarked-advertibed' goods than have 
Farm and Ranch and Holland's. Especially on account of the 
strong position given these subjects together with the many other 
splendid features of these publications." 

The Famous Company Ltd., 

Per Jas. R. Tidwell. 



[58] 



DRY GOODS, CLOTHING, ETC. 
TEXAS. 

Reports from 506 merchants. 

Per Cent 
Average per cent of sales to farmers 73 

Average per cent of sales to women 72 

Customers demanding "T-A" goods (401) 79 

Merchants believing advertising in Holland's would help them 
(437) 86 



OKLAHOMA 

Reports from 229 merchants. 

Average per cent of sales to farmers 71 

Average per cent of sales to women 62 

Customers demanding "T-A" goods, (166) 72 

Merchants believing advertising in Holland's would help them 
(204) 89 

ARKANSAS. 

Reports from 61 merchants. 

Average per cent of sales to farmers 66 

Average per cent of sales to women 61 

Customers demanding "T-A" goods, (42) 70 

Merchants believing advertising in Holland's would help them 
(55) 90 

LOUISIANA. 

Reports from 39 merchants. 

Average per cent of sales to farmers 61 

Average per cent of sales to women 58 

Customers demanding "T-A" goods, (24) 62 

Merchants believing advertising in Holland's would help them 
(32) 82 



[591 



Amarillo, Texas, July 19, 1912. 

"I think the work you are doing is good and will certainly in- 
duce the merchants to handle 'trademarked-advertised' products." 

Lambeth Bros. & Henry, 

Per J. M. Lambeth. 



Ardmore, Okla., May 28, 1912. 

"We are today carrying most every line of goods advertised 
in Farm and Ranch and Holland's and are enjoying a nice business 

with them." Brady & Brady, 

Per A. M. Brady. 



Camden, Ark., Sept. 3, 1912. 

"The work you are doing is exactly in line with our views. 

"We buy the very best known lines of goods on the market and 
then advertise the names of the goods. Your efforts in our behalf 
are appreciated and we believe will improve thinking people. We 
feel that Farm and Ranch and Holland's will bring better results 
for us than the Eastern or Northern papers." 

Starks Grocery Co., 

Per J. J. Starks. 



Arcadia, La., Aug. 27, 1912. 

"One good reason that the work you are doing is valuable to 
the retail merchant is that the well advertised goods are before the 
public all the time. They become familiar with them and will have 
nothing else." J. S. McConathy. 



160] 



GROCERY STORES. 

TEXAS. 

Reports from 646 stores. 

Per Cent 

Average per cent of sales to farmers 58 

Average per cent of sales to women 52 

Customers demanding "T-A" goods, (497) 76 

Merchants believing advertising in Holland's would help them, 
(575) 89 



OKLAHOMA. 

Reports from 388 stores. 

Average per cent of sales to farmers 52 

Average per cent of sales to women 54 

Customers demanding "T-A" goods, (339) 87 

Merchants believing advertising in Holland's would help them, 
(348) 90 

ARKANSAS. 

Reports from 97 stores. 

Average per cent of sales to farmers 39 

Average per cent of sales to women 61 

Customers demanding "T-A" goods, (88) 88 

Merchants believing advertising in Holland's would help them, 
(92) 95 

LOUISIANA. 

Reports from 51 stores. 

Average per cent of sales to farmers 41 

Average per cent of sales to women 62 

Customers demanding "T-A" goods, (42) 82 

Merchants believing advertising in Holland's would help them, 
(46) 90 



[61] 



Atlanta, Texas, April 29, 1912. 

"The value of the work being done by Farm and Ranch and 
Holland's cannot be estimated by the retail merchants. It works 
while we sleep and is gaining ground every day in this territory. 

"I consider Farm and Ranch the best farm paper in the 
United States for Texas farmers." 

Dunklin Drug Company, 

Per R. P. Dunklin. 



Chickasha, Okla., May 14, 1912. 

"The work you are doing is good. Any merchant with a grain 
of business judgment can see at once the importance of such work 
to both the merchant and the trade." 

Palace Drug Store, 
Jas. Pettyjohn, Prop. 



Bastrop, Texas, Sept. 4, 1912. 

"I know that the work being done by Farm and Ranch and 
Holland's in the interest of 'community co-operation' and 'trade- 
marked-advertised merchandise' will bring results. 

"I have had many calls for articles by people who state that 
they had seen them advertised in Farm and Ranch or Holland's. 

W. J. Miley. 



Prescott, Ark., May 17, 1912. 

"We know for certain that the work you are doing increases 
sales on advertised lines." Hesterly Drug Company, 

Per Berry Hesterly. 



Shreveport, La., May 16, 1912. 

"You have done good work. 

"We feature at all times articles that are given good public- 
ity. Well known goods are half sold." 

Shreveport Drug Co. Ltd., 

Wm. G. Hudson, Sec'y. 



[62' 



DRUG STORES. 

TEXAS. 

Reports from 593 stores. 

Per Cent 

Average per cent of sales to farmers 51 

Average per cent of sales to women 46 

Customers demanding "T-A" goods, (504) 85 

Merchants believing advertising in Holland's would help them, 

(542) 91 

OKLAHOMA. 

Reports from 304 stores. 

Average per cent of sales to farmers 47 

Average per cent of sales to women 46 

Customers demanding "T-A" goods, (247) 81 

Merchants believing advertising in Holland's would help them, 

(273) 90 

ARKANSAS. 

Reports from 67 stores. 

Average per cent of sales to farmers 43 

Average per cent of sales to women 48 

Customers demanding "T-A" goods, (61) 91 

Merchants believing advertising in Holland's would help them, 
(63) 94 

LOUISIANA. 

Reports from 46 merchants. 

Average per cent of sales to farmers 41 

Average per cent of sales to women j>3 

Customers demanding "T-A" goods, (37) 80 

Merchants believing advertising in Holland's would help them, 
(41) 88 



631 



Cameron, Texas, March 13, 1912. 

"We think that the campaign being carried on by you through 
Farm and Ranch and Holland's is most beneficial to the retail mer- 
chant, and, through him, to the manufacturer of 'standard* goods. 
"We believe that a large per cent of our trade would be 
reached by your publications." 

B. J. Baskin & Sons. 

Per W. H. Baskin. 



Checotah, Okla., July 12, 1912. 

"Farm and Ranch and Holland's are helping trade on adver- 
tised goods in our territory. 

"We will push the sales of lines advertised in these publica- 
tions because we believe that only the best lines will be advertised 
in them." Dunlap Brothers, 

Per W. A. Ellington, Mgr. 



Hope, Ark., Sept. 5, 1912. 

"The work you are doing is splendid — could not be better. 
We will co-operate with you." 

Johnson & Billingsley, 

Per T. R. Billingsley. 



Monroe, La., August 27, 1912. 

"The work you are doing in the interest of 'community co- 
operation* and 'trademarked-advertised merchandise* is a splendid 
idea and every merchant should take an interest in it." 

Hipp Marks. 



[641 



GENERAL MERCHANDISE STORES. 

TEXAS. 

Reports from 417 merchants. 

Per Cent 

Average per cent of sales to farmers 67 

Average per cent of sales to women 49 

Customers demanding "T-A" goods, (342) 82 

Merchants believing advertising in Holland's would help them, 
(367) 88 

OKLAHOMA. 

Reports from 223 merchants. 

Average per cent of sales to farmers 63 

Average per cent of sales to women 52 

Customers demanding "T-A" goods, (169) 76 

Merchants believing advertising in Holland's would help them, 
(199) 89 

ARKANSAS. 

Reports from 63 merchants. 

Average per cent of sales to farmers 68 

Average per cent of sales to women 50 

Customers demanding "T-A" goods, (43) 68 

Merchants believing advertising in Holland's would help them, 
(57) 91 

LOUISIANA. 

Reports from 41 merchants. 

Average per cent of sales to farmers 64 

Average per cent of sales to women 54 

Customers -demanding "T-A" goods, (24) 59 

Merchants believing advertising in Holland's would help them, 

(36) 87 



[65] 



Lampasas, Texas, May 6, 1912. 

"It is our opinion that the merchandising articles in Farm 
and Ranch and Holland's are inducing the public to buy advertised 
lines. The work you are doing is great." 

Mace & McGuire, 

Per H. F. Mace. 



Chelsea, Okla., July 2, 1912. 

"You should have the support of every retail merchant in the 
work you are doing. It is good and we will co-operate with you." 

Ernest Johnston. 



Camden, Ark., Sept. 3, 1912. 

"Your campaign is surely a move in the right direction and 
one that will redound to the benefit of the retail merchants. 

"We feel that it would be a great help to us if all the lines we 
carry were advertised in Farm and Ranch and Holland's." 

Ouchita Dry Goods Co., 

J. W. Livingston, Gen. Mgr. 



Monroe, La., August 29, 1912. 

"The work you are doing is most valuable to retail merchants. 
"It is decidedly easier to sell 'trademarked-advertised* pro- 
ducts than the unknown sort/' Sig. Haas & Sons, 

Per Sig. Haas. 



[66] 



GENTS' FURNISHINGS. 
TEXAS. 

Reports from 204 merchants. 

Per cent 

Average per cent of sales to farmers 45 

Average per cent of sales to women 14 

Customers demanding "T-A" goods, (165) 81 

Merchants believing advertising in Holland's would help them, 
(184) 90 

OKLAHOMA. 

Reports from 123 merchants. 

Average per cent of sales to farmers 47 

Average per cent of sales to women 17 

Customers demanding "T-A" goods, (90) 73 

Merchants believing advertising in Holland's would help them, 
(107) 87 

ARKANSAS. 

Reports from 38 merchants. 

Average per cent of sales to farmers 42 

Average per cent of sales to women 16 

Customers demanding "T-A" goods, (31) 81 

Merchants believing advertising in Holland's would help them, 
(35) 92 

LOUISIANA. 

Reports from 19 merchants. 

Average per cent of sales to farmers 43 

Average per cent of sales to women 10 

Customers demanding "T-A" goods, (17) 90 

Merchants believing advertising in Holland's would help them, 
(18) 94 



[67] 



Brownwood, Texas, March 12, 1912. 

"Your campaign has been a great help to retail merchants. I 
certainly will co-operate with you in this work." 

Armstrong Jewelry Co., 

Per W. D. Armstrong. 



Altus, Okla., March 6, 1912. 

"I think that this work you are doing will do more to get busi- 
ness for the retail merchants than anything else." 

E. E. Russell. 



Van Buren, Ark., May 15, 1912. 

"1 have been reading the articles in Farm and Ranch and Hol- 
land's on 'Community Co-operation' and Trademarked-Advertised 
Merchandise* and think that you are helping the retail merchants 
more than any other publications. 

"I have noticed marked increase in sales of several lines ad- 
vertised in your publications." 

Carl Shibley & Company. 



Monroe, La., August 29, 1912. 

"I have been deeply interested in the articles on 'Community 
Co-operation* and 'Trademarked-Advertised Merchandise* appear- 
ing in Farm and Ranch and Holland's. 

"We are in favor of pushing well advertised lines and have 
quite a representative stock of them." 

Youngblood-Foster Jewelry Co., 

Per Jno. B. Foster. 



[68] 



JEWELRY, PIANOS, ETC. 

TEXAS. 

Reports from 198 merchants. 

Per Cent 

Average per cent of sales to farmers 45 

Average per cent of sales to women 56 

Customers demanding "T-A" goods, (149) 75 

Merchants believing advertising in Holland's would help them, 
(178) 90 

OKLAHOMA. 

Reports from 142 merchants. 

Average per cent of sales to farmers 44 

Average per cent of sales to women 51 

Customers demanding "T-A" goods, (86) 59 

Merchants believing advertising in Holland's would help them, 
(122) 86 

ARKANSAS. 

Reports from 37 merchants. 

Average per cent of sales to farmers 41 

Average per cent of sales to women 55 

Customers demanding "T-A" goods, (31) 84 

Merchants believing advertising in Holland's would help them, 

(34) 92 

LOUISIANA. 

Reports from 26 merchants. 

Average per cent of sales to farmers 41 

Average per cent of sales to women 54 

Customers demanding "T-A" goods, (18) 70 

Merchants believing advertising in Holland's would help them, 

(25) 95 



[69] 



Haskell, Texas, May 17, 1912. 

"I consider your articles on 'Community Co-operation* and 
'Trademarked- Advertised Merchandise* of inestimable value to 
the retail merchants and should appeal strongly to anyone con- 
ducting or managing retail stores." 

"I heartily endorse your efforts along this line." 

Spencer & Richardson, 

Per B. J. Richardson. 



Cleburne, Tex., 5-13-12. 

"You are certainly doing a good work and every merchant as 
well as every manufacturer should extend you their co-operation." 

Swann Furn. & Carpet Co., 

Per E. C. O'Neal. 



El Dorado, Ark., 9-2-12. 

"1 have followed the articles in Farm and Ranch and Hol- 
land's on 'Community Co-operation* and 'Trademarked- Advertised' 
Merchandise. This work cannot prove otherwise than beneficial 
to the retail merchant." W. K. Waller Furn. Co., 

Per W. M. Bellott, Prest. 



Mt. Pleasant, Texas, 9-10-12. 

"The work you are doing through Farm and Ranch and Hol- 
land's is of material benefit to both buyer and seller. I will be 
pleased to co-operate with you." R. H. Fuller. 



Chandler, Okla., 6-13-12. 



"You are working in the right direction. I know that adver- 
tised lines are much preferred — the goods sell easier and the cus- 
tomer is better pleased." Jake Collar. 



[70] 



FURNITURE STORES. 

TEXAS. 

Reports from 132 merchants. 

Per Cent 

Average per cent of sales to farmers 62 

Customers demanding "T-A" goods, (104) 79 

Merchants believing advertising in Holland's would help them, 
(119) 89 

OKLAHOMA. 

Reports from 96 merchants. 

Average per cent of sales to farmers 40 

Customers demanding "T-A" goods, (65) 68 

Merchants believing advertising in Holland's would help them, 
(84) 88 

ARKANSAS. 

Reports from 28 merchants. 

Average per cent of sales to farmers 47 

Customers demanding "T-A" goods, (14) 50 

Merchants believing advertising in Holland's would help them, 

(27) 96 

LOUISIANA. 

Reports from 14 merchants. 

Average per cent of sales to farmers 53 

Customers demanding "T-A" goods, (10) \ 71 

Merchants believing advertising in Holland's would help them, 

(12) 86 



[71] 



Beeville, Texas, 3-6-12. 

"Unfortunately some of the lines we carry are not advertised 
in Farm and Ranch. The farmers talk to us about the things they 
see advertised in Farm and Ranch and Holland's and I know it 
has a powerful influence with them." 

Burrows Hdwe. Co., 

J. C. Burrows, Prop. 



Farmersville, Texas, 4-16-12. 

"We have to our certain knowledge been greatly benefited by 
manufacturers' advertising in Farm and Ranch and Holland's. 
We are always glad to see goods we handle advertised in them — 
generally keep copies on our counters to show to customers." 

Holsonbake Bros., 
Per R. E. Holsonbake. 



Fayetteville, Ark., 6-24-12. 

"The work you are doing will eventually mean a big increase 
in trade, and to a class of consumers who will appreciate good 
lines of advertised goods." 

Philips-Brooks Hdwe. Co., 

Per C. C. Philips. 



Madill, Okla., 7-20-12. 

"The articles on 'Community Co-operation' and 'Trademarked- 
Advertised Merchandise' in Farm and Ranch and Holland's are the 
best 1 have ever read and will do lots of good. I will gladly co- 
operate with you in your efforts along these lines." 

Wiggs & McMillan, 

Jno. H. McMillan. 



[72] 



HARDWARE, IMPLEMENTS AND VEHICLES. 

TEXAS. 

Reports from 447 stores. 

Per Cent 

Average per cent of sales to farmers 68 

Customers demanding "T-A" goods, (402) 90 

Merchants believing advertising in Farm and Ranch would 
help them, (385) 86 

OKLAHOMA. 
Reports from 343 stores. 

Average per cent of sales to farmers 63 

Customers demanding "T-A" goods, (305) 89 

Merchants believing advertising in Farm and Ranch would 
help them, (292) 85 

ARKANSAS. 

Reports from 86 stores. 

Average per cent of sales to farmers 65 

Customers demanding "T-A" goods, (77) 90 

Merchants believing advertising in Farm and Ranch would 

help them, (76) 88 

LOUISIANA. 

Reports from 38 stores. 

Average per cent of sales to farmers 65 

Customers demanding "T-A" goods, (29) 75 

Merchants believing advertising in Farm and Ranch would 
help them, (35) 93 



[731 



Bastrop, Texas, 9-4-12. 

"There is no question but that the advertising in Farm and 
Ranch and Holland's reaches our trade as well as our home papers, 
and, together with our own advertising it makes a strong combi- 
nation." Home Hdwe. Co., 

W. M. Andrews, Sec'y-Treas. 



Checotah, Okla., 7-12-12. 



"The work you are doing is very valuable in as much as it 
brings the retail merchant and the consumer to a closer relation- 
ship. We will certainly do all in our power to assist you in your 
effort." Moncrief & McLean, 

Per L. B. Moncrief. 



Monroe, La., 8-21-12. 

"I am certainly glad to see you start this good work in Farm 
and Ranch and Holland's and will co-operate with you in every 
way possible." Southern Hdwe. Co., Ltd., 

Per Joe E. Marx. 



Texarkana, Ark., 5-15-12. 

"I appreciate reading both Farm and Ranch and Holland's 
and am benefited by them both at home and in my business. 

"The value of your work to the retail merchant is this : Cus- 
tomers want goods the names of which are constantly before 
them." Moore Furn. Co., 

Ernest Moore, V. P. & Mgr. 



174 



HARDWARE & FURNITURE STORES. 
TEXAS. 

Reports from 139 merchants. 

Per Cent 

Average per cent of sales to farmers 62 

Customers demanding "T-A" goods, (122) 88 

Merchants believing advertising in Holland's would help them, 
(129) 93 

OKLAHOMA. 

Reports from 56 merchants. 

Average per cent of sales to farmers 56 

Customers demanding 'T-A" goods, (45) 81 

Merchants believing advertising in Holland's would help them, 
(53) 94 

ARKANSAS. 

Reports from 23 merchants. 

Average per cent of sales to farmers 60 

Customers demanding "T-A" goods (21) 90 

Merchants believing advertising in Holland's would help them, 
(18) 78 

LOUISIANA. 

Reports from 9 merchants. 

Average per cent of sales to farmers 72 

Customers demanding "T-A" goods (9) 100 

Merchants believing advertising in Holland's would help them, 
(9) 100 



[75] 



Ada, Okla., 5-21-12. 

"The work you are doing through Farm and Ranch and Hol- 
land's helps the retail merchant sell all lines that are advertised in 
them." Evans & Coffman, 

Per H. C. Evans. 
(Hdwe. & Harness.) 



Greenville, Texas, 2-2-11. 

"Your efforts are creating a demand for the particular lines 
advertised. I will be very glad to assist you in any way possible." 

Greenville Shoe Co., 
King J. Lightner, Sec'y. 



Midland, Texas, 5-21-12. 

"This work you are doing is as valuable to each merchant who 
sells 'Trademarked- Advertised' goods as the same amount of space 
would be in his local paper displaying his store only." 

Basham, Shepherd & Co., 

James H. Shepherd. 



|761 



MISCELLANEOUS STORES. 

Shoes, Tobacco, Cigars, Paints, Ladies' Wear, Confections, Etc. 

TEXAS. 

34 Stores. 

Per Cent 

Average per cent of sales to farmers 56 

Average per cent of sales to women 60 

Customers demanding "T-A" goods (27) 80 

Merchants believing advertising in Holland's would help them, 
(30) 88 

OKLAHOMA. 

23 Stores. 

Average per cent of sales to farmers 49 

Average per cent of sales to women 60 

Customers demanding "T-A" goods, (17) 75 

Merchants believing advertising in Holland's would help them, 
(19) 81 



[77] 



Anson, Texas, Nov. 10, 1911. 
Texas Farm and Ranch Pub. Co., 

Dallas, Texas. 
Gentlemen : 

Yours of Nov. 16 just received. I think you are right, the re- 
tail merchant wants to handle standard lines, which will bring 
about a uniform price, consequently the small-town merchant 
would get the business which by right is his. 

I thank you for your interest in the trade situation. 

Yours very truly, 

A. S. Barkley. 



Denison, Texas, June 22, 1912. 

"Farm and Ranch has been a lasting benefit to the farmers 
in Texas and we feel the effects of it here in our neighborhood, as 
we do not now depend solely on cotton and corn." 

"If at any time I can be of service to you in any way, please 
consider me at your command." 

Jno. R. Haven, Cashier, 

The First State Bank. 



Decatur, Texas, January 26, 1912. 

"You are to be congratulated on initiating the work in the in- 
terest of Community Co-operation/ and your article this week 
covers the ground thoroughly as an eye-opener. I will from time 
to time send you articles on this subject which I hope will meet 
with your approval. 

"You can count on my helping you." 

C. S. Welsch, Sec'y., 
Decatur Commercial Club. 



[78] 



TEXAS BANKS. 

Reports from 372 banks — April, 1911, to August, 1912. 

Total deposits $91,498,945.13 

Average deposit per bank 245,964.91 

Per cent belonging to farmers .616 

Per cent of farmers having deposits .634 

OKLAHOMA BANKS. 

Reports from 210 banks. 

Total deposits $53,636,656.00 

Average deposit per bank 255,412.65 

Per cent belonging to farmers .579 

Per cent of farmers having deposits .507 

ARKANSAS BANKS. 

Reports from 56 banks. 

Total deposits $20,388,215.00 

Average deposit per bank 433,791.81 

Per cent belonging to farmers .475 

Per cent of farmers having deposits .493 

LOUISIANA BANKS. 

Reports from 28 banks. 

Total deposits $8,318,402.00 

Average deposit per bank 319,939.00 

Per cent belonging to farmers .435 

Per cent of farmers having deposits .371 

Deposits of 656 banks interviewed $173,842,218.12 

Average deposit per bank 265,003.38 

Per cent belonging to farmers .526 

Per cent of farmers having deposits .501 



[79] 



Abilene, Texas, January 26, 1912. 

"I have just read your article in Farm and Ranch on 'Com- 
munity Co-operation.' 

"The thoughts set forth in this article accord most strictly 
with my views. I am handing your article to our local paper, The 
Abilene Reporter, with request that they publish same in both 
their daily and semi-weekly issues. 

"This is one subject in which I am very much interested and 
I shall be greatly pleased to receive copies of Farm and Ranch and 
Holland's containing these articles. 

"Assuring you that I will at all times render you every assist- 
ance possible in further promulgating in our county the ideas set 
forth in your articles." B. E. Looney, Secy., 

The Abilene Chamber of Commerce. 



Temple, Texas, Nov. 10, 1911. 

"I am heartily in sympathy with you in your efforts in behalf 
of 'Community Co-operation/ 

"However, I had to break over a day or two ago. I had been 
unable to secure any genuine 'old-fashioned sugar house molas- 
ses' here and in order to satisfy my craving in that direction I 
ordered a case of half -gallon cans from a Louisiana house. 

"I ameliorated this offense by referring to the fact that I had 
seen the advertising in Farm and Ranch, and that I had confidence 
in the fact that Farm and Ranch would not accept advertising 
from other than the most absolutely reputable firms and depend- 
able houses. I had no hesitation in making the order and felt 
sure of getting the goods desired." 

P. L. Downs, Cashier, 

First National Bank. 



[80] 



(Number of Second Reports on hand July 'diet, 1912.) 



2nd REPORTS. 

Texas. Okla. Ark. La. 

Dry Goods, Clothing, Etc. 
199 82 28 16 

Groceries. 
228 136 36 13 

Drugs. 
203 149 68 37 

General Merchandise. 
151 88 26 9 

Gents' Furnishings. 
87 54 12 7 

Jewelry, Pianos, Etc. 
84 58 19 9 

Furniture. 

61 37 11 3 

Hardware, Implements, Vehicles. 
216 84 30 9 

Hardware and Furniture. 

62 28 10 2 

Miscellaneous. 
11 6 — — 

[81] 



DRY GOODS, CLOTHING, ETC. 

TEXAS. 

REPORT BLANK. 

Reports from 199 stores. 

Name Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(179) — 90 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked- A dvertised" products. 

(187) — 94 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked- Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store? 

(193) — 97 per cent answer "Yes." 

U — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(114) — 57 per cent state that they have noted increase. 

5 — If manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale ? 

(194) — 97 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's. 
Date 

[82] 



DRY GOODS, CLOTHING, ETC. 

OKLAHOMA. 

REPORT BLANK. 

Reports from 82 stores. 

Name Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(72) — 88 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and, Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked- Advertised" products. 

(77) — 94 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

8 — Do you find it easier to sell "Trademarked-Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store ? 

(78) — 95 per cent answer "Yes." 

U — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(27) — 33 per cent state that they have noted increase. 

5 — If manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm, and Ranch and Holland's, will you 
co-operate with them by pushing their sale ? 

(81) — 98 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's. 
Date 

[83] 



Gainesville, Texas, February 6, 1912. 

"I beg to acknowledge receipt of your favor of recent date as 
well as the January 6th issue of Farm and Ranch, and have read 
the article on 'Community Co-operation.' I heartily agree with you 
and trust that the articles will continue, as they will undoubtedly 
be of great benefit to the State. 

"I enclose advertisement which we have been running in 
some papers and would thank you to hand it to your advertising 
department, asking them to advise me rates for both your publi- 
cations." E. M. Thompson, Sec'y, 

The Commercial Club of Gainesville and Cooke County. 



Houston, Texas, February 2, 1912. 

"We thank you for your letter calling our attention to article 
in Farm and Ranch on 'Community Co-operation/ " 

"I will deem it a great favor if you will be so courteous as to 
place me on your mailing list, as I am very much interested in the 
department recently established by your worthy publications." 

Adolph Boldt, Sec'y, 
Chamber of Commerce. 



Hillsboro, Texas, January 24, 1912. 

"Yours to hand and contents noted. 

"Your interest in 'Community Co-operation' is commendable 
and the whole state should take part in it. 

"I am greatly interested and read everything I can get hold of 
along these lines.* If I can be of any assistance to you I will gladly 
respond." A. L. Blanchard, Sec'y., 

Hillsboro Board of Trade. 



Morgan, Texas, Feb. 5, 1912. 

"I have read the article in January 6th issue of Farm and 
Ranch and fully endorse everything it contains. 

"I wish every family in my territory was a subscriber to 
Farm and Ranch and would read this article." 



T. A. Greer, Sec'y., 
Morgan Commercial Club. 



[84] 



DRY GOODS, CLOTHING, ETC. 

ARKANSAS. 

REPORT BLANK. 

Reports from 28 stores. 
Name Business City 

1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(27) — 97 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked- Advertised" products ? 

(27) — 97 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked-Advertised" 
products, the manufacturers of tvhich advertise them in mediums 
reaching your trade territory, ivith a view of bringing customers 
into your store ? 

(26) —93 per cent answer "Yes." 

U — From, your knowledge of the trademarked lines adver- 
tised in Farm and Ranch and Holland's, have you noted increase in 
demand? 

(14) — 50 per cent state that they have noted increase. 

5 — [f manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-opctate with them by pushing their sale? 

(28) — 100 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[85] 



DRY GOODS, CLOTHING, ETC. 

LOUISIANA. 

REPORT BLANK. 

Reports from 16 stores. 

Name Business City 



1 — Have you folloived the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(15) — 94 per cent state that they have read these articles. 

2*— What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked- Advertised" products ? 

(1G) — 100 per cent express the opinion that this work will 
greatly assist retail merchants throughout the Southwest in the 
sale of ''Trademarked- Advertised" products. 

3 — Do you find it easier to sell "Trademarked- Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, ivith a view of bringing customers 
into your store? 

(16)— 100 per cent answer "Yes." 

U — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(12) — 75 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale? 

(16) — 100 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland' n. 

Date 

[861 



GROCERIES. 

TEXAS. 

Reports from 228 stores. 

Name Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation ?" 

(201) — 88 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked-Advertised" products. 

(217) — 95 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked-Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store ? 

(224) — 98 per cent answer "Yes." 

U — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand ? 

(118) — 52 per cent state that they have noted increase. 

5 — If manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale ? 

(221) — 97 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[87] 



GROCERIES. 

OKLAHOMA. 

REPORT BLANK. 

Reports from 136 stores. 

Name Business City 

1 — Have you followed the articles in Farm and Ranch and 
Holland* s on "Trade marked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(124) — 91 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked-Advertised" products ? 

(133) — 98 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked-Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store? 

(135) — 100 per cent answer "Yes." 

k — From your knoivledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(80) — 59 per cent state that they have noted increase. 

5 — If manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale ? 

(135) — 100 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[88] 



Midland, Texas, January 25, 1912. 

"I have read with much interest the article in Farm and 
Ranch of January 6th, on the subject of 'Community Co-opera- 
tion/ 

"In my opinion, which is shared by the leading citizens of this 
part of West Texas, you are doing an extremely valuable piece of 
work which cannot fail to be of great benefit to every merchant in 
the Southwest. 

"You are presenting this proposition most forcibly and in a 
manner which cannot fail to impress all who read your articles." 

T. C. Carrington, Sec'y., 



Midland Commercial Club. 

Mart, Texas, December 19, 1911. 
"You are placing the retail merchants of Texas under deep 
obligation to you for taking up this line of work. Such papers as 
Farm and Ranch taking up the matter will have more influence 
than any other medium." J. E. Surratt, Sec'y., 

Mart Commercial Club. 



Plainview, Texas, January 28, 1912. 

"I consider Farm and Ranch and Holland's the peers of the 
South in their distinct fields. Any time that I can be of assistance 
to you in this locality, do not hesitate to call on me. 

"Your publications have the largest circulations among the 
farmers of this section of any papers of that ilk and there is no 
reason why you should not cinch this territory entirely." 

Z. E. Black, Sec'y., 
Chamber of Commerce. 



[89] 



GROCERIES. 

ARKANSAS. 

REPORT BLANK. 

Reports from 36 stores. 

Name Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(32) — 88 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade ivith the home merchant and to buy "Trade- 
marked- Advertised" products ? 

(35) — 97 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked- Advertised" products. 

3 — Do you find it easier to sell "Trademarked,- Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a view of bringing customers' 
into your store ? 

(36) — 100 per cent answer "Yes." 

4 — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(27) — 76 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale ? 

(34) — 94 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's. 
Date 

[90] 



GROCERIES. 

LOUISIANA. 

REPORT BLANK. 

Reports from 13 stores. 

Name Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(12) — 92 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland* s to induce the 
consumer to trade with the home merchant and, to buy "Trade- 
marked,- Advertised" products ? 

(12) — 92 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find, it easier to sell "Trademarked- Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory y with a view of bringing customers 
into your store? 

(13) — 100 per cent answer "Yes." 

Jf — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand ? 

(6) — 46 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale ? 

(13) — 100 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[91] 



DRUGS. 
TEXAS. 

Reports from 203 stores. 
Name Business City 

1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation ?" 

(189) — 93 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked- Advertised" products ? 

(197) — 97 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked- Advertised" products. 

3 — Do you find it easier to sell "Trademarked- Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store ? 

(199)— 98 per cent answer "Yes." 

4 — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(142) — 70 per cent state that they have noted increase. 

5 — If manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them, by pushing their sale ? 

(199) — 98 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 



[92] 



DRUGS. 
OKLAHOMA. 

Reports from 149 stores. 

REPORT BLANK. 

Name Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation ?" 

(139) — 93 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked- Advertised" products ? 

(143) — 96 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked-Advertised" 
products, the manufacturers of ivhich advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store ? 

(149) — 100 per cent answer "Yes." 

U — From, your knoivledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(91) — 61 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm, and Ranch and Holland's, will you 
co-operate with them by pushing their sale? 

(148) — 99 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's. 
Date 



[93] 



Sulphur Springs, Texas, Feb. 14, 1912. 

"With regard to your article in January 6th issue of Farm 
and Ranch on Community Co-operation. 

"I want to congratulate you, for you certainly know the path 
that leads to success, and most assuredly made it plain to your 
readers. 

"It is my hope that thousands read this article on Community 
Co-operation and that you will continue to write on this very im- 
portant subject until it prevails not only in the great state of Tex- 
as, but that other states will be benefited." 

F. W. Mack, Sec'y.. 

Commercial Club. 



San Augustine, Texas, January 26, 1912. 

"I have carefully noted the contents of your article on Com- 
munity Co-operation in January 6th issue of Farm and Ranch, to 
which I am a life subscriber, and I heartily concur in your views 
on this subject, as in all others you so ably handle. 

"I will take pleasure in reading all such articles before our 
Business Club." W. W. Walling, Sec'y., 

Business Club. 



Midlothian, Texas, Nov. 13, 1911. 

Texas Farm and Ranch Pub. Co., 

Dallas, Texas. 
Gentlemen : 

We are in receipt of your pamphlet to the "Merchants of th© 
Southwest." 

Your position is well taken, and we think every manufacturer 
of standard goods should advertise his goods in mediums that cir- 
culate in the hands of the consumer. 

The consumer, and not the distributer, is the man the manu- 
facturer must depend upon for his living, and the manufacturer 
should help to put the goods before him. Yours very truly, 

Perry Hardware Co., 

Per T. C. Perry. 



[94] 



DRUGS. 

ARKANSAS. 

REPORT BLANK. 

Reports from 68 stores. 

Nayne Business City 



1 — Have you folloived the articles in Farm and Ranch and 
Holland* s on "Trademarked- Advertised Merchandise** and "Com- 
munity Co-operation?" 

(63) — 93 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant of 
the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked- Advertised'* products ? 

(65) — 96 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked-Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store ? 

(68) — 100 per cent answer "Yes." 

U — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(45) — 66 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale? 

(68) — 100 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's. 
Date 

[95] 



DRUGS. 

LOUISIANA. 

REPORT BLANK. 

Reports from 37 stores. 

Name Business City 

1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation ?" 

(36) — 97 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant of 
the work done by Farm and Ranch and Holland's to induce the con- 
sumer to trade with the home merchant and to buy "Trademarked- 
Advertised" products? 

(37) — 100 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked-Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store? 

(37) — 100 per cent answer "Yes." 

U — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand ? 

(22) — 60 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale ? 

(37) — 100 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's. 
Date 

[96] 



GENERAL MERCHANDISE. 

TEXAS. 

REPORT BLANK. 

Reports from 151 stores. 

Name Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(137) — 91 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked-Advertised" products? 

(139) — 92 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked- Advertised" products. 

3 — Do you find it easier to sell "Trademarked- Advertised" 
products, the manufacturers of vjhich advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store ? 

(144) — 95 per cent answer "Yes." 

4 — From your knowledge of the trademarked lines adver- 
tised in Farm and Ranch and Holland's, have you noted increase 
in demand? 

(88) — 58 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale? 

(148) — 98 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[97] 



Beeville, Texas, Nov. 11, 1911. 
Texas Farm & Ranch Pub. Co., 
Dallas, Texas. 

Gentlemen : 

Your letter of the 11-6 received. Have read your pamphlet 
"For Your Success" with interest. We are convinced that co-op- 
eration and not competition is the main-spring to business. The 
writer has watched co-operation advertising, and am thoroughly 
convinced that it is a success. 

Some years ago an agent for a wagon factory informed us 
that their reason for selling direct to the dealer and not through 
jobbers, was because it cost them $2 each to market their wagons 
direct, that if they were handled through jobbers the jobber would 
want $5 each, hence the saving of $3 on each wagon. Now, if this 
same firm had set aside and used judiciously $2 more on each wag- 
on, advertising direct to the farmer, thus creating a demand for 
their wagons, the local dealer would have had little or no trouble 
in selling the wagons and we give it as our opinion that this same 
factory would have doubled their output at no increase in selling 
cost to them. 

Years ago we handled only factory brands, these factories 
were not advertising their goods, and we had to create a demand 
for them ourselves. We have learned long since to handle only 
well-known brands that were thoroughly advertised, moving and 
turning over the goods often, thus increasing our business and 
give our customers better goods for the same money. 

A satisfied customer is the best advertiser a merchant can 
have. No factory ever built a reputation on goods without merit. 
We heartily indorse your system and think it is the only success- 
ful plan for retail merchant and dealers in smaller towns. 

Thanking you for the interest you have manifested, and wish- 
ing Farm and Ranch continued success, we are, Yours truly, 

Burrows Hdwe Co., 
J. C. Burrows, Prest. 



Temple, Texas, Oct. 7, 1911. 
Texas Farm and Ranch Pub. Co., 

Dallas, Texas. 

Dear Sirs: 

Replying to yours of the 4th inst., will say we are inclined to 
believe that the advertising of any article, whether shoes or other- 
wise, would reach more directly the people in such periodicals as 
Holland's or Farm and Ranch, rather than the magazines of 
national circulation. W r e would be glad to see more advertising 
of standard lines of merchandise, placed in the two periodicals 
above mentioned. Yours very truly, 

Bentley-Smith-Temple Co. 

[98] 



GENERAL MERCHANDISE. 

OKLAHOMA. 

REPORT BLANK. 

Reports from 88 stores. 

Name Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(81) — 92 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade toith the home merchant and to buy "Trade- 
marked- A dvertised" products ? 

(86) — 98 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked- Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, ivith a vieiu of bringing customers 
into your store ? 

(83) — 94 per cent answer "Yes." 

4 — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(49) — 56 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's will you 
co-operate with them, by pushing their sale ? 

(87) — 99 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[991 



GENERAL MERCHANDISE. 

ARKANSAS. 

REPORT BLANK. 

Reports from 26 stores. 

tiame Business City 



1~—Have y ori followed the articles in Farm and Ranch and 
Holla?id's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(24) — 94 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant of 
the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant a?id to buy "Trade- 
marked- Advertised" products ? 

(25)— 94 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked-Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, ivith a view of bringing customers 
into your store ? 

(24) — 92 per cent answer "Yes." 

U— From your knoivledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand ? 

(14) — 53 per cent state that they have noted increase. 

5 — If manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale? 

(26) — 100 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

• [100] 



GENERAL MERCHANDISE. 

LOUISIANA. 

REPORT BLANK. 

Reports from 9 stores. 

Name Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(9) — 100 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
ma rked-AdveHised" products ? 

(9) — 100 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked- Advertised" products. 

3 — Do you find it easier to sell "Trademarked- Advertised'* 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store ? 

(9) — 100 per cent answer "Yes." 

U — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? | j.jj 

(4) — 44 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale? 

(9) — 100 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[101] 



Gainesville, Texas, Nov. 8, 1911. 

Texas Farm and Ranch Pub. Co., 

Dallas, Texas. 
Gentlemen : 

We have your letter of the 4th, also booklet, which we have 
read with interest. 

The subject of the booklet is one that should appeal to every 
business man. Our own experience has proven that it pays to 
handle well-known and well-advertised brands of goods on a less 
margin of profit. 

The consumer is becoming better educated every year and is 
demanding a higher grade of goods for his money. 

Yours very truly, 

J. 0. Patterson & Co. 

Beaukiss, Texas, Nov. 16, 1911. 
Texas Farm and Ranch Pub. Co., 

Dallas, Texas. 
Gentlemen : 

Your suggestions are good. We have always contended that 
people should buy no goods except those with the name and trade- 
mark of the maker on them and that the maker be a well-known 
and "advertised" party himself, this will do more to regulate mat- 
ters than all else. It will put the dealers all on an equal footing. 

We would add that we stand ready to do our part in bringing 
about the needed reformation along the lines mentioned. 

Our Mr. Oliver is a subscriber of the Farm and Ranch. 

Yours very truly, 

Oliver & Abbott. 



English, Texas, Dec. 19, 1911. 

Texas Farm and Ranch Pub. Co., 

Dallas, Texas. 
Gentlemen : 

We wish to thank you in our behalf, and in the behalf of other 
merchants, for your interest in us and our affairs. 

Would like to say that if you have any plan whereby we can 
recompense you for your efforts, we will gladly respond. We be- 
lieve that it is possible to start a campaign among the country and 
small-town merchants that will result in increasing your subscrip- 
tion list, and your efforts in behalf of legitimate business should 
repay the merchants for their efforts in behalf of your paper. 

We believe that the small-town merchant can, and will, in 
his own behalf even from selfishness, if nothing else enters his 
head, be of inestimable value to you, and, we know that you can, 
with his co-operation, be a great help, in an educational way, to 
him. Yours very gratefully, 

Stiles, Denison & Co. 



[102] 



GENTS' FURNISHINGS. 

TEXAS. 

REPORT BLANK. 

Reports from 87 stores. 

Name Busi7iess City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked-Advertised Merchandise" and "Com- 
munity Co-operation ?" 

(78) — 89 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked- Advertised" products ? 

(82) — 94 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked-Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store ? 

(82) — 94 per cent answer "Yes." 

U — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand ? 

(40) — 46 per cent state that they have noted increase. 

5 — jf manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland 9 s, will you 
co-operate with them by pushing their sale ? 

(84) — 96 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland 9 s. 

Date 

[103] 



GENTS' FURNISHINGS. 

OKLAHOMA. 

REPORT BLANK. 

Reports from 54 stores. 

Name Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise' 9 and "Com- 
munity Co-operation?" 

(47; — 87 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant of 
the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
markcd-Advertised" products ? 

(50) — 92 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked-Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, ivith a view of bringing customers 
into your store? 

(51)— 94 per cent answer "Yes." 

U — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and, Holland's, have you noted increase in de- 
mand? 

(30) — £5 per cent rotate that they have noted increase. 

5— If manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and. Ranch and Holland's, will you 
co-operate with them, by pushing their sale? 

(52) — 97 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[104] 



GENTS' FURNISHINGS. 

ARKANSAS. 

REPORT BLANK. 

Reports from 12 stores. 
Name Business City 

1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(10) — 83 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked- Advertised" products ? 

(12) — 100 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked- Advertised" 
products, the manufacturers of ivhich advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store? 

(12) — 100 per cent answer "Yes," 

4 — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(5) — 42 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale? 

(12) — 100 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's, 

Date 

[105] 



GENTS' FURNISHINGS. 

LOUISIANA. 

REPORT BLANK. 

Reports from 7 stores. 

Name Business City 



I— Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(5) — 71 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked-Advertised" products ? 

(6) — 86 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked- Advertised" products. 

3 — Do you find it easier to sell "Trademarked- Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store ? 

(6) — 86 per cent answer "Yes." 

4 — From your knoivledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(6) — 86 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale? 

(7) — 100 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[106] 



JEWELRY, PIANOS, ETC. 

TEXAS. 

REPORT BLANK. 

Reports from 84 stores. 

Name Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation ?" 

(79) — 94 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked- Advertised" products ? 

(81) — 96 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked- Advertised" products. 

3 — Do you find it easier to sell "Trademarked-Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store ? 

(82)— 98 per cent answer "Yes." 

4 — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(43) — 51 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will adr 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale ? 

(81) — 96 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[107] 



JEWELRY, PIANOS, ETC. 

OKLAHOMA. 

REPORT BLANK. 

Reports from 58 stores. 

Name Business City 

1 — Have you follotved the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(55) — 95 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked-Advertised" products? 

(58) — 100 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked- Advertised" products. 

3 — Do you find it easier to sell "Trademarked- Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, tvith a view of bringing customers 
into your store? 

(58) — 100 per cent answer "Yes." 

U-— From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(41) — 71 per cent state that they have noted increase. 

5 — If manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale ? 

(58) — 100 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[108] 



JEWELRY, PIANOS, ETC. 

ARKANSAS. 

REPORT BLANK. 

Reports from 19 stores. 

Name Business City 

1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com,- 
munity Co-operation ?" 

(18) — 93 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked- Advertised" prodiicts ? 

(19) — 100 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked-Advertised" 
products, the manufacturers of ivhich advertise them in mediums 
reaching your trade territory, with a vieiv of bringing customers 
i nto your store ? 

(18) — 93 per cent answer "Yes" 

4 — From your knoiuledge of the trademarked lines advertised 
in Farm and Ra7ich and Holland's, have you noted increase in de- 
mand? 

(13) — 67 per cent state that they have noted increase. 

, 5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale? 

(19) — 100 per cent pledge their co-operation. 
REMARKS: 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[109] 



JEWELRY AND PIANOS. 

LOUISIANA. 

REPORT BLANK. 

Reports from 9 stores. 

Name Business City 



1—Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(8) — 90 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant of 
the work done by Farm and Ranch and Holland* s to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked^ Advertised" products ? 

(9) — 100 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked- Advertised" products. 

3 — Do you find it easier to sell "Trademarked- Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store? 

(9) — 100 per cent answer "Yes." 

4 — From yovr knoivledge of the trademarked lines advertised 
in Farm and Ranch and, Holland's, have you noted increase in de- 
mand ? 

(5) — 56 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale? 

(9) — 100 per cent pledge their co-operation. 
REMARKS:— 



Information given by: Rep: Farm and Ranch and Holland's, 

Date 

[110] 



FURNITURE. 

TEXAS. 

REPORT BLANK. 

Reports from 61 stores. 

Name Business City 



1 — Have you followed the articles in Farm, and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(58) — 95 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Form and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked- Advertised" products ? 

(58) — 95 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked-Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, tvith a view of bringing customers 
into your store? 

(59) — 97 per cent answer "Yes." 

U — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand ? 

(31) — 51 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm, and Ranch and Holland's, will you 
co-operate with them by pushing their sale ? 

(61) — 100 per cent pledge their co-operation. 
REMARKS:— 



Information given by: Rep: Farm and Ranch and Holland's* 

Date 

[Ill] 



FURNITURE. 

OKLAHOMA. 

REPORT BLANK. 

Reports from 37 stores, 

Name Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trade-marked- Advertised Merchandise'* and "Com- 
munity Co-operation ?" 

(34) — 92 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked^ Advertised" products ? 

(36) — 96 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked- Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store? 

(34) — 92 per cent answer "Yes." 

4 — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(16) — 43 per cent state that they have noted increase. 

5 — If manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale ? 

(34) — 92 per cent pledge their co-operation. 
REMARKS:— 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[112] 



FURNITURE. 

ARKANSAS. 

REPORT BLANK. 

Reports from 11 stores. 

Name Business City 

1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise'* and "Com- 
munity Co-operation ?" 

(11) — 100 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and, Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy ft Trade- 
marked- Advertised" products ? 

(10) — 91 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

S — Do you find it easier to sell "Trademarked-Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store ? 

(10) — 91 per cent answer "Yes." 

4 — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(6) — 56 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale ? 

(11) — 100 per cent pledge their co-operation. 
REMARKS:— 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[113] 



FURNITURE. 

LOUISIANA. 

REPORT BLANK. 

Reports from 3 stores. 

Name Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(3) — 100 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked- Advertised" products ? 

(3) — 100 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked- Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a vieio of bringing customers 
into your store? 

(3) — 100 per cent answer "Yes," 

U — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand ? 

(3) — 100 per cent state that they have noted increase. 

5- — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale? 

(3) — 100 per cent pledge their co-operation. 
REMARKS:— 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[114] 



HARDWARE, IMPLEMENTS, VEHICLES, ETC. 

TEXAS. 

REPORT BLANK. 

Reports from 216 stores. 

Name Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked-Advertised Merchandise" and "Com- 
munity Co-operation ?" 

(201) — 93 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Hollomd's to induce the 
consumer to trade ivith the home merchant and to buy "Trade- 
marked-Advertised" products ? 

(205) — 95 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked-Advertised" 
products, the manufacturers of xvhich advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store? 

(207)— 96 per cent answer "Yes." 

4 — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand ? 

(121) — 56 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them, by pushing their sale? 

(210) — 97 per cent pledge their co-operation. 
REMARKS:— 



Information given by: Rep: Farm and Ranch and Holland's* 

Date 

[115] 



HARDWARE, IMPLEMENTS, VEHICLES, ETC. 

OKLAHOMA. 
REPORT BLANK. 

Reports from 84 stores. 
Na?ne Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(75) — 89 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked- Advertised" products ? 

(82) — 98 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked-Advertised" 
products, the manufacturers of ivhich advertise them in mediums 
reaching your trade territory, ivith a view of bringing customers 
into your store ? 

(84)— 100 per cent answer "Yes." 

U — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(46) — 55 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale ? 

(82) — 98 per cent pledge their co-operation. 
REMARKS:— 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[116] 



HARDWARE, IMPLEMENTS, VEHICLES, ETC. 

ARKANSAS. 

REPORT BLANK. 

Reports from 30 stores. 

Name Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation ?" 

(28) — 93 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade ivith the home merchant and to buy "Trade- 
marked- Advertised" products? 

(27) — 90 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked-Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store ? 

(29)— 96 per cent answer "Yes." 

U — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(16) — 53 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale? 

(30) — 100 per cent pledge their co-operation. 
REMARKS:— 



Information given by: Rep: Farm and Ranch and Holland's. 

Date ( 

[117] 



HARDWARE, IMPLEMENTS, VEHICLES, ETC. 

LOUISIANA. 

REPORT BLANK. 

Reports from 9 stores. 

Name Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "'Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(9) — 100 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked- Advertised" products ? 

(9)— 100 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

S — Do you find it easier to sell "Trademarked-Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a vieiv of bringing customers 
into your store? 

(9)— 100 per cent answer "Yes." 

U — From your knoivledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(7) — 78 per cent state that they have noted increase. 

5- — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale ? 

(9) — 100 per cent pledge their co-operation. 
REMARKS:— 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[118] 



HARDWARE AND FURNITURE. 

TEXAS. 

REPORT BLANK. 

Reports from 62 stores. 

Name Business City 



1 — Have you folloived the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(59) — 95 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked- Advertised" products ? 

(59) — 95 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked-Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store? 

(60) — 97 per cent answer "Yes." 

U — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(39) — 63 per cent state that they have noted increase. 

5 — If manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale? 

(62) — 100 per cent pledge their co-operation. 
REMARKS:— 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[119] 



HARDWARE AND FURNITURE. 

OKLAHOMA. 

REPORT BLANK. 

Reports from 28 stores. 

Name Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked-Advertised Merchandise" and "Com- 
munity Co-operation?" 

(28) — 100 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant of 
the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade* 
marked-Advertised" products? 

(27) — 96 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked-Advertised"' 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store? 

(26) — 95 per cent answer "Yes." 

U — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(16) — 57 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale? 

(28) — 100 per cent pledge their co-operation. 
REMARKS:— 



Information given by: Rep: Farm and Ranch and Holla?id's. 

Date 

[120] 



HARDWARE AND FURNITURE. 

ARKANSAS. 

REPORT BLANK. 

Reports from 10 stores. 

Name Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation ?" 

(10) — 100 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant of 
the work done by Farm and Ranch and Holland's to induce the con- 
sumer to ti ade with the home merchant and to buy "Trademarked- 
Advertised" products? 

(9) — 90 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked- A dvertisd" products. 

3 — Do you find it easier to sell "Trademarked- Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store ? 

(9) — 90 per cent answer "Yes." 

U — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(6) — 60 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strorigly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale? 

(10) — 100 per cent pledge their co-operation. 
REMARKS:— 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[121] 



HARDWARE AND FURNITURE. 

LOUISIANA. 

REPORT BLANK. 

Reports from 2 stores. 

Nam,e Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(2) — 100 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade tvith the home merchant and to buy "Trade- 
viarked- Advertised" prodticts ? 

(2) — 100 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked- Advertised" 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store ? 

(2)— 100 per cent answer "Yes." 

U — From your knovAedge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(2) — 100 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm, and Ranch and Holland's, will you 
co-operate with them by pushing their sale? 

(2) — 100 per cent pledge their co-operation. 
REMARKS:— 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[122] 



MISCELLANEOUS. 

TEXAS. 

REPORT BLANK. 

Reports from 11 stores. 

Name Business City 



1 — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise'* and "Com- 
munity Co-operation?" 

(10) — 91 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant 
of the work done by Farm and Ranch and Holland's to induce the 
consumer to trade with the home merchant and to buy "Trade- 
marked- Advertised" products ? 

(9) — 82 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked -Advertised" products. 

3 — Do you find it easier to sell "Trademarked- Advertised" 
products, the manufacturers of iviiich advertise them in mediums 
reaching your trade territory, with a view of bringing customers 
into your store ? 

(11) — 100 per cent answer "Yes." 

4 — From your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand ? 

(4) — 36 per cent state that they have noted increase. 

5 — If manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them by pushing their sale ? 

(10) — 91 per cent pledge their co-operation. 
REMARKS:— 



Information given by: Rep: Farm and Ranch and Holland's. 

Date 

[123] 



MISCELLANEOUS. 

OKLAHOMA. 

REPORT BLANK. 

Reports from 6 stores. 

Name Business City 

I — Have you followed the articles in Farm and Ranch and 
Holland's on "Trademarked- Advertised Merchandise" and "Com- 
munity Co-operation?" 

(6) — 100 per cent state that they have read these articles. 

2 — What is your opinion of the value to the retail merchant of 
the work done by Farm and Ranch and Holland* s to induce the 
consumer to trade with the hom,e merchant and to buy "Trade- 
marked- Advertised" products ? 

(6) — 100 per cent express the opinion that this work will 
greatly benefit retail merchants throughout the Southwest in the 
sale of "Trademarked-Advertised" products. 

3 — Do you find it easier to sell "Trademarked-Advertised?* 
products, the manufacturers of which advertise them in mediums 
reaching your trade territory , with a view of bringing customers 
into your store ? 

(5) — 83 per cent answer "Yes." 

U — From, your knowledge of the trademarked lines advertised 
in Farm and Ranch and Holland's, have you noted increase in de- 
mand? 

(4) — 67 per cent state that they have noted increase. 

5 — // manufacturers of trademarked lines you carry will ad- 
vertise them strongly in Farm and Ranch and Holland's, will you 
co-operate with them, by pushing their sale? 

(6) — 100 per cent pledge their co-operation. 
REMARKS:— 



Information given by: Rep: Farm and Ranch and Holland's.. 

Date 

[124] 



(Introductory to booklet "For Your Success.") 



Southwestern Merchants 



Gentlemen : — 

Our interests are identical with yours and our success de- 
pends upon the growth of this territory. We are publishers of 
Farm and Ranch and Holland's Magazine, and we are practically 
dependent upon the Southwest for circulation. 

You have probably read some of the articles in Farm and 
Ranch on "Community Co-operation," telling our readers why they 
should patronize local merchants— explaining to them that their 
money will buy just as much at home as anywhere on earth, pro- 
vided they buy standard brands of merchandise. If you have not 
read these articles, we will be pleased to send you copies of the is- 
sues containing them upon request. 

We want to aid Southwestern merchants in every way pos- 
sible, and, to this end, we have been making a study of merchan- 
dising conditions throughout this section. 

You should read carefully every word we have to say in this 
little booklet. We feel sure that you will agree with us that the 
small-town merchant is in position to solve some questions very 
vital to his business. 

There are many people in every small town who wait to go to 
the city to make purchases, or in many towns there are two or 
three people who make special trips to the oities for lists of pur- 
chases — "Shoppers' Agents," so to speak. There are also those 
people who buy largely "Direct from Manufacturer to Consumer." 

We want to divert the money of these classes to the stores of 
their local merchants. Yours very truly, 

TEXAS FARM AND RANCH PUBLISHING COMPANY, 

Dallas, Texas 
Publishers 

FARM AND RANCH— HOLLAND'S. 



[125] 



(The following, in booklet form, sent to 30,000 merchants in Texas, Ok- 
lahoma, Arkansas, Louisiana and New Mexico.) 



For Your Success 



R. V. Holland. 

Those people in your community who either send out of town 
for purchases, or go away for them, do so for one or two reasons : 
They either cannot get the specific articles wanted in local stores, 
or prices are lower elsewhere. 

"Trademarked-Advertised" brands of merchandise will solve 
both of these questions for the small-town merchant when he has 
brought his customers to recognize the advantages of quality and 
service. 

Postal and express service, railways and inter urbans have 
made the mail order houses and large stores of the cities competi- 
tors of the small-town merchant. His customers can order goods 
direct, or shop in the large cities, at small expense of time or 
money. However, he can keep their trade at home by handling 
lines of merchandise which are well known to the buyers in his 
community, and on which his prices are as low as in the largest 
city stores. On "Trademarked-Advertised" goods the prices are 
the same everywhere — their style and quality are just the same 
in the smallest town as in the largest city. 

How many times have salesmen said to you : "I want you to 
give my lines a trial; they're not so well known as some others, 
but the quality is as good and the price less for the reason that we 
have spent no money advertising. We put the money that adver- 
tising would cost us into our goods in extra quantity and quality— 
and in additional profit to you." 

You have also, of course, become well acquainted with the 
time-worn claim : "If advertising expenditures on any brands of 
merchandise are not added to the price, they are deducted from the 
quality." 

Exploiters of unadvertised, unknown brands of merchandise 
always contend that : "Advertising is expensive and either the 
manufacturer, the retailer or the consumer must pay the advertis- 
ing bill." They will then explain that it is impossible for the 
manufacturer to stand this expense, and it is therefore up to you 
and the consumer. 

These lines of argument are positively absurd and their ef- 
fects are doing the small-town merchants more harm than all 
other things combined. Manufacturers and salesmen who suc- 
ceed in deceiving you in this manner only laugh at you for being 
"easy." 

On every purchase the consumer pays for three things : Cost 
of raw material, cost of manufacture, and cost of selling. Adver- 
tising is a selling force and the most successful manufacturers 
have long since learned that advertising, is the cheapest selling 
force on earth. 

[126] 



Advertising rates are, as a rule, based on one-half cent per 
line per thousand circulation. For instance: Farm and Ranch 
and Holland's now have one hundred thousand circulation each 
and advertising rates are fifty cents per line each insertion. A 
$25,000.00 expenditure for advertising in them would reach 200,- 
000 subscribers (about 1,000,000 readers), approximately thirty- 
six times with full page copy each time. The cost of each visit 
of full-page copy to each bona fide subscriber would be one-third of 
one cent. Could a manufacturer reach these people in any other 
way as cheaply? Just think what the cost would be by personal 
solicitation, or even by circulars and form letters through the 
mail. 

To properly appreciate the advantages of handling well- 
known brands of goods, you should bear in mind the fact that no 
matter how well a salesman explains the merits of his unadver- 
tised lines to you, he is leaving you to go over the same line of ar- 
gument with every prospective buyer. It isn't what you know 
about certain lines of merchandise, but what the buying public 
knows about certain lines, that makes easy sales for you. 

Have you ever really stopped to think who bears the ex- 
pense of advertising, or whether advertising is an expense or not? 
Your business has probably grown a great deal since you have 
owned it — you have enlarged your store, employed additional help, 
possibly added a cash register, a typewriter or an adding machine. 
Have you advanced prices to pay for these things ? Haven't they 
decreased operating expenses, thereby not only paying for them- 
selves, but earning you a profit on your investment? 

Does the cost of advertising increase the cost of manufacture? 
Positively no! 

The annual business of a certain large clothing manufacturing 
concern, before they began advertising, was $3,000,000.00, on 
which the selling cost was from 8 to 10 per cent. Their advertis- 
ing expenditures last year amounted to $250,000.00, their sales 
were increased to $15,000,000.00 and the selling expense was just 
3 per cent. The price of their clothes have not advanced to either 
retailer or consumer. Who paid for this advertising ? 

Is the cost of advertising paid for by the retailer? Again, 
positively no! 

The manufacturers' advertising of goods you sell pays you 
handsome dividends, at no cost to you, for the same reasons that 
it decreases selling cost to the manufacturers : It increases your 
volume of business, allowing you to turn your capital invested 
often, and to keep your stock fresh, clean and up-to-date. 

Good authority states that "Dead stock, or goods that don't 
sell readily (except at a general clean-up sale) is the cause of 
most failures among retail stores." This condition doesn't exist 
with well-advertised, standard lines. Clean-up sales offer an as- 
sortment of brands which are not known to the public. 

Advertising, by decreasing cost of manufacture and lessen- 
ing selling expense, must necessarily decrease selling prices to the 
ultimate consumer. 

[127] 



There used to be a large demand for hand-made guns. A good 
hand-bored gun cost from $100.00 to $500.00, according to the 
skill and reputation of the maker and the amount of time expend- 
ed. Guns, better in every way and more handsomely finished, can 
be bought today for from $10.00 to $25.00 — every one perfectly 
bored, for the reason that once the boring machine has been cor- 
rectly set, all barrels must be bored exactly alike. These machines 
have lessened the cost of manufacture by decreasing labor and in- 
creasing capacity. Advertising has created a demand to care for 
this increased output, thereby lowering prices and raising 
quality. 

Remember that only good merchandise is worth advertising. 
Manufacturers who spend large sums of money advertising depend 
upon a steady demand from the public for their brands — their 
goods must be right to induce repeat orders. Quality must be 
maintained year after year or the demand will cease, and, unlike 
the manufacturers of unadvertised brands, they cannot change 
their brands when their goods fail to give satisfaction, for the 
reason that they have spent too much money establishing them. 

Make your store headquarters for standard brands of mer- 
chandise, well advertised in reputable mediums reaching your 
trade territory. Keep only goods the quality and advantages of 
which are known factors to your prospective customers. Explain 
to your trade that your store offers the same class of merchandise 
to be found in the large stores of the cities and that your prices 
are the same as elsewhere. 

No matter how small your town, or store, if you handle stan- 
dard brands of "Trademarked-Advertised" goods, you offer the 
same shopping facilities afforded in the largest city. In handling 
this class of merchandise you get the same benefits from the manu- 
facturers* advertising as the largest store in the largest city. 

Manufacturers who sell you goods owe it to you to establish 
their brands in your section — and to help you create a demand for 
their lines. You should insist upon their doing so — it will increase 
your sales. 



[128] 



(FARM AND RANCH, October 12th, 1912.) 

To the Readers of Farm and Ranch 



R. V. Holland. 

We have been publishing Farm and Ranch for nearly a third 
of a century, and during all those years we have made the paper 
just as good as our brains and money could make it. The welfare 
of our readers has ever been our chief desire and we shall continue 
to strive for this end. 

Our ambition has been, and will continue to be, to give you the 
very best farm paper that we can produce. However, the extent of 
success possible for us to make depends largely on your co-opera- 
tion, and we believe that you will be glad to assist us when we have 
explained how you can best do this. 

If Farm and Ranch has been to its readers a force towards 
better and more profitable farming, better living and higher agri- 
cultural advantages, we have accomplished our greatest purpose 
as well as our fondest hope. 

Perhaps Farm and Ranch has helped you from an agricultural 
or horticultural standpoint. Possibly the veterinary department 
has rendered you valuable service. Maybe the poultry and pet 
stock or orchard and garden department has been of some specific 
benefit to you or some member of your family. The Household 
and Cousins' League have undoubtedly entertained and instructed 
some of you. Surely the paper in its entirety has wielded an influ- 
ence for better homes. 

If Farm and Ranch has in any way benefited you, or any mem- 
ber of your family, a liberal share of the credit is due the adver- 
tisers in its columns, as they have made its publication and growth 
possible. 

Upon the extent of advertising patronage accorded us depends 
the extent of the growth and usefulness of Farm and Ranch. And, 
in turn, the extent of advertising patronage possible for us to se- 
cure depends upon the extent to which our readers patronize our 
advertisers. 

Don't you want to assist in the growth and usefulness of 
Farm and Ranch? Doesn't it deserve your assistance? 

We investigate carefully the reliability and responsibility of 
every concern advertising in our columns before accepting their 
business, thereby protecting you so far as possible against fraud, 
goods produced under insanitary conditions, etc. 

It is our desire to make of our advertising columns an authen- 
tic "buyers' guide" for the benefit of our readers. To attain this 
we must have your co-operation. If you think we deserve it you 
can render us valuable service by reading the advertisements in 
our columns and mentioning to your merchants that you are pur- 
chasing certain brands of goods because you saw them advertised 
in Farm and Ranch. 

We want and need your assistance in this matter. Can we 
get it? In return for your kindness we promise you the very best 
farm and home publication that it is within our means to make. 

You can purchase any article advertised in Farm and Ranch 
with the assurance that its maker is reliable and responsible. 

[129] 



(Fourth letter to Merchants.) 



You have doubtless read some of the articles in FARM AND 
RANCH and HOLLAND'S on "Community Co-operation" impress- 
ing upon our readers the fact that they should patronize their local 
merchants at all times — all things being equal. 

This department was created in the interest of Southwestern 
retail merchants and has spent during the past two years over 
$20,000.00. Notwithstanding this fact, the merchants have not man- 
ifested sufficient interest to insure best results, although some of 
them have shown their appreciation of the value of this work by 
writing our advertisers, as the attached correspondence regarding 
Channell Chemical Company shows. This kind of co-operation is 
of inestimable value and assistance to us. 

FARM AND RANCH and HOLLAND'S have a combined circu- 
lation of nearly 200,000. Surely convincing argument in favor of 
"home trading", going regularly into this number of prosperous 
homes, will greatly benefit every progressive retail merchant in the 
Southwest. 

Won't you write me a letter expressing your opinion of our 
efforts along these lines? Won't you do this today? This co- 
operation on your part will greatly assist me in our efforts in your 
behalf and will not cost you one penny. 

For your success, 

R. V. HOLLAND, Manager 
COMMUNITY CO-OPERATION DEPARTMENT 



p. s. — I should be pleased to have you write us an article on 
this subject for publication in FARM AND RANCH or HOL- 
LAND'S. 



[130] 



CHARLES H. FULLER COMPANY 

Advertising 
623 South Wabash Ave., 



Chicago, Sept. 27, 1912. 

Mr. Walter U. Clark, West. Mgr., 
Holland's Magazine, 
Chicago, 111. 

Dear Mr. Clark: 

I have just returned from a visit to the Channell Chemical Com- 
pany, and you will no doubt be interested in knowing that Hol- 
land's Magazine is one of the best mediums on the list, and we are 
using 23 of the leading publications. 

Texas was a hard problem for us to solve, as we wished to reach 
the smaller towns as well as the cities, and an investigation showed 
that Holland's Magazine was the only way we could do this. 

I also want to compliment you on the missionary work your men 
are doing in the field and know that it is a movement in the right 
direction. 

Very truly yours, 

CHARLES H. FULLER COMPANY. 

DNL-NR (Signed) Deane M. Linton, 

Director of Copy. 



131] 



CHANNELL CHEMICAL COMPANY 
1419 Carroll Ave. 



Chicago, September 27, 1912. 

"O-CEDAR" 

Holland's Magazine, 
Dallas, Texas. 

Gentlemen : 

In closing my advertising books for the year, I am gratified to find 
that Holland's Magazine stands first, and Texas stands near the top 
in volume of sales, which I attribute to the splendid work that 
Holland's Magazine is doing in the personal missionary work among 
the dealers and consumers in its campaign against substitution, and 
its good work in the interests of advertised-trademarked goods. 

The support and co-operation we are receiving from dealers and 
jobbers in Texas is such that it will justify us in using Holland's 
Magazine even more extensively during the next year than we have 
in the past. 

Very truly yours, 

CHANNELL CHEMICAL COMPANY. 
CAC-LB (Signed) C. A. Channell, President. 



[132] 



THE MONEY CROP OP THE SOUTHWEST 

The following" figures give approximately the surplus crops and 
farm products which the farmers of the several States will have 
for sale this year. The figures do not include the total supply of 
the various sources of revenue, but the production during the year 
1912. 

TEXAS 

4,000,000 bales of cotton $220,000,000 

2,200,000 tons of cotton seed 33,000,000 

150,000,000 bushels of corn... 105,000.000 

11,000,000 bushels of wheat 9,900,000 

30,000,000 bushels of oats 10,500,000 

450,000,000 pounds of rice 13,500,000 

650,000 tons of hay and alfalfa 6,500,000 

12,500 cars of vegetables and potatoes 4,000,000 

10,000 cars of fruits, berries and melons 3,400,000 

1,000,000 head of cattle and calves 25,000,000 

290,000 head of horses 17,400,000 

175,000 head of mules 14,000,000 

1,500,000 head of sheep and lambs 3,750,000 

9,500,000 pounds of wool 2,470,000 

5,000,000 head of hogs 25,000,000 

12,000 tons of sugar 1,080,000 

Total $494,500,000 

Texas also produced goats, poultry, turkeys, eggs, peanuts, to- 
bacco, barley, rye, pecans, honey, beeswax, hides, pelts, fish, oysters, 
lumber, petroleum, natural gas, guayule, quicksilver, salt, lignite, 
candelilla and building stone. It also produced the greatest crop 
of sorghum, milo maize and kaffir corn ever known in the history 
of the State. 

OKLAHOMA 

1,300,000 bales of cotton $ 71,500,000 

715.000 tons of cotton seed 10,725,000 

100.000.000 bushels of corn 70,000,000 

27,000,000 bushels of wheat 24,300,000 

25,000 000 bushels of oats 8,750,000 

700.000 tons of hay and alfalfa 7,000,000 

2,000 cars of vegetables and potatoes 640,000 

3.000 cars of fruits, berries and melons 1,020,000 

500.000 head of cattle a,nd calves 12,500,000 

50.000 head of sheep and lambs 125.000 

70,000 head of mules 5,600,000 

185,000 head of horses 11,100,000 

400.000 pounds of wool 104,000 

2,800,000 head of hogs 14,000,000 

Total $237,364,000 

Oklahoma also produced poultrv, turkeys, eggs, peanuts, barley, 
rye, honey, beeswax, hides, pelts, lumber, petroleum, coal, natural 
gas and an immense crop of sorghum, milo maize and kaffir corn. 

T1331 



ARKANSAS 

1,000,000 bales of cotton $ 55,000,000 

550,000 tons of cotton seed 9,250,000 

60,000,000 bushels of corn 42,000,000 

1,200,000 bushels of wheat 980,000 

6,000,000 bushels of oats 2,100,000 

135,000,000 pounds of rice 4,050,000 

250,000 tons of hay 2,500,000 

3,500 cars of vegetables and potatoes 1,120,000 

6,000 cars of fruits, berries and melons. 2,040,000 

400,000 head of cattle and calves 10,000,000 

65,000 head of horses 3,900,000 

55,000 head of mules 4,400,000 

130,000 head of sheep ..... 325,000 

400,000 pounds of wool. 104,000 

3,400,000 hogs - ... 17,000,000 

Total $154,769,000 

Arkansas also produced poultry, turkeys, eggs, peanuts, honey, 
beeswax, hides, pelts, lumber, precious stones and a supply of sor- 
ghum and sugar cane for home consumption. 

There are 460,000 farms in Texas and the total value of farm 
property is $2,440,000,000. In Oklahoma there are 200,000 farms 
with a total value of farm property of $1,009,000,000, and in Arkan- 
sas 236,000 farms valued at $440,000,000. 



LOUISIANA 

500,000 bales of cotton $ 27,500,000 

275.000 tons of cotton seed 4,125,000 

42,000,000 bushels of corn 29,000,000 

900,000 bushels of oats 315,000 

540,000,000 pounds of rice 16,200,000 

30,000 tons of hay 800,000 

7,000 cars of vegetables and potatoes 2,840,000 

5,000 cars of fruits, berries and melons 2,000,000 

280,000 cattle and calves 7,000,000 

45,000 horses 2,700,000 

33,000 mules 2,600,000 

150,000 sheep 375,000 

540,000 pounds of wool 140,400 

3,200,000 hogs 16,000,000 

300,000 tons of sugar 24,000,000 

Total $135,095,400 

Louisiana also produces a great quantity of molasses, sulphur, 
fish, oysters, honey, beeswax, hides, pelts and lumber. 

[134] 



NEW MEXICO 

2,500,000 bushels of corn $ 1,750,000 

1,350,000 bushels of wheat 1,215,000 

2,000,000 bushels of oats 700,000 

650,000 tons of hay 6,500,000 

2,000 cars of vegetables and potatoes 640,000 

1,000 cars of fruits, berries and melons 500,000 

50,000 cattle 1,250,000 

45,000 horses 2,700,000 

5,000 mules 400,000 

2,500,000 sheep and lambs 6,250,000 

21,000,000 pounds of wool 5,460,000 

100,000 hogs 500,000 

Total $27,865,000 

There are 125,000 farms in Louisiana with a total value of $330,- 
000,000. In New Mexico there are 40,000 farms with a total value 
of $175,400,000. 



1U5| 



NOV 11 1912 



